To show that Hotpoint Natis washing machine is perfect for delicate washing, we decided to wash the thing you really care of — a million rubles in cash.

The campaign was divided on the two phases:

— Announce

— Livestream

In the first phase we created a promo site to announce our intention to wash one million rubles live and invited people to share these news in social network. On the appointed time we aired livestream on youtube and Facebook, where we first showed the money and then washed it for 46 minutes live. After wash we demonstrated that money is safe by using UV scanner. The whole sum was loaned from the bank a day before the live stream and returned back the next day after drying.

Total reach of the campaign (including announces, shares, livestream, publications, banners, in store announces) was approx. 13 000 000

Average view duration approx. 1,5 minutes. Brand consideration increased on 19%. After the campaign the market share of Hotpoint Natis washing machine model line was increased on 13% in the targeted cities.

It was a "classic promo", buying a washing machine, you could win a million.

Show the functional benefit through the entertaining content — and build awareness about Hotpoint Natis delicate wash feature by using the Million Ruble Delicate Wash as a product demonstration and center of the campaign.

Situation: The new peak of the financial crisis in Russia — when the importance of money was highly raised. Brief: Show that Hotpoint Natis washing machine is perfect for delicate washing. Objective: Create product-oriented, viral, yet low-budget campaign.