To demonstrate benefits of Brimax window cleaner.

The idea was so creative for the channel, that production was carried out without cost and exhibition meant 5% of a regular placement.

Television: We used a TV screen to transfer benefit provided by Brimax window cleaner, on live programmes. Right in the middle of a programme the screen suddenly went black and then slowly, the screen started to clear up and a bottle of Brimax Window Cleaner appeared. All of this in collusion with the announcers who were surprised to see the screen turn black and how Brimax was able to clean it up again.

By managing to have televiewers see how their favourite programme had a black screen and then listened as the announcers also appeared surprised at what they saw. Action developed a very high credibility level and managed to clearly demonstrate benefits of the product.

As we had to dramatise the solution to the problem by showing the unmistakable benefit provided by Brimax window cleaner, we advertised on TV and via programmes which were aimed at our target - housewives.