With increasing competition in the car care product category, Armor All needed to bring the shine back to their brand. They needed to reinforce the fact that they have a range of car care products that works amazingly to clean and shine your car. With a limited budget.

These are results gathered from Armor All’s brand tracker and e-commerce data:

Visits to online store: +59% (month on month)

Trial Rate: 318% above target.

Conversion Rate: 60% of car owners preferred Armor All.

Malaysia has over 11.4 million abandoned cars. They are left covered in dirt and grime at public parking spaces on road shoulders, malls, offices, and apartments.

We identified abandoned cars at high-traffic public areas and got detailers to give them a good wash and shine with Armor All products, turning these ugly sights into beautiful unconventional outdoor sites which truly showed that Armor All works.

The results were clean and shiny looking car bodies, but juxtaposed against the reminiscence of the cars’ old abandoned condition: flat tyres, clamped wheel, stolen parts, cracked windows, missing wheels etc.

Large, eye-catching orange removable car stickers branded with Armor All were pasted onto the cars with a window that frames the car’s original dirty condition.

A QR code on the sticker led people to Armor All’s online store. While an online video created from the activation amplified our message on social channels.