Incorporating an innovative printing technique, we covered areas of the blank billboard with a transparent, superhydrophobic coating that repels liquid. Our billboard, which is probably the simplest ever, involved lots of passers-by on the day by getting them to reveal our message of stain removal effectiveness using paint bombs and super-soakers filled with coloured paint. The film of the event was shared on many sites and social platforms, furthering our message online.

We reached a quarter of a million people who visit Sokolniki park at weekends. By involving families with kids in our activation, we rose brand awareness amongst our key target. Plus, we improved overall perception of the brand. Earned media is 17 times more than the initial cost of the billboard – and still growing. Not bad for a billboard with nothing on it but our logo.