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.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.

We wanted to amaze people with how fast Dylon stain removers can clean.

Huge boards were placed at bus-stops, each attached with a white cotton t-shirt. 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 tee would disappear, illustrating that Dylon cleans instantly.

Dylon is a colour specialist known for their fabric dyes. But due to a limited advertising budget, they weren't able to achieve an equal level of 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.