Brand Experience and Activation > Use of Promo & Activation

FAST VANISHING STAINS

AD PLANET GROUP, Singapore / INOREP / 2012

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Overview

Credits

Overview

ClientBriefOrObjective

Dylon is a colour specialist known for their fabric dyes, but due to limited advertising budget, they weren't able to achieve an equal level profile for their fabric stain removers. So the brief was: how to raise awareness for Dylon stain removers and educate the public (paying attention to new customers) on the products' superior cleaning power. The campaign strategy was to let the people who haven't tried Dylon stain remover experience for themselves the product's amazing cleaning efficiency.

Effectiveness

The interactive campaign aroused a high level of interest from the public. Because participation was great, we had to constantly replace the marker. The best news was, Dylon stain removers saw a 38% increase in sales after running the campaign for just 3 weeks.

Implementation

We wanted to amaze people with how fast Dylon stain removers can clean. Huge boards were placed at bus-stops, each with a white cotton T-shirt attached. The idea was to encourage people to draw on it, using the marker provided. The marker contained vanishing ink. So as soon as one finished drawing, the stains on the T-shirt would disappear, illustrating that Dylon cleans instantly.

Relevancy

Dylon is very proud of their stain removers' cleaning efficiency and has no qualms shouting about it. The interactive outdoor campaign allowed people to literally see for themselves Dylon's remarkable cleaning speed making it more convincing. And because the campaign was fun, it generated a great deal of public response and awareness for the brand. So far, no product in this category has done the same thing in Singapore.

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