We identified the most-traveled bus routes that wove through target neighborhoods, and put a Bonux-branded bus on each route. We placed ads inside the buses, and also on the bus top, where housewives could see the messages from their balconies. Radio personalities rode the buses and interviewed women to learn laundry tips. The interviews became “Housewives Moments of Fame” spots, which also aired, and a TV commercial also supported the effort.

Bonux market share increased by 20%. The Bonux campaign scored the highest ad awareness, trial and usage figures since its launch two years ago, according to tracker research. With 85% awareness, Bonux is leading among its target consumer, and its “value” perception helped increase trial from 18% to 20%.