Our goal was to generate trial of Bonux laundry detergent, increase market share and make the brand famous. The initial launch of Bonux on TV had failed, and the re-launch had to connect with prime prospects (C2DE Class Housewives) and achieve category leadership for Bonux in Lebanon.

Bonux market share increased by 20%. The Bonux campaign scored the highest ad awareness, trial and usage figures since its launch two years ago, according to tracker research. With 85% awareness, Bonux is leading among its target consumer, and its “value” perception helped increase trial from 18% to 20%.

We identified the most-traveled bus routes that wove through target neighborhoods, and put a Bonux-branded bus on each route. We placed ads inside the buses, and also on the bus top, where housewives could see the messages from their balconies. Radio personalities rode the buses and interviewed women to learn laundry tips. The interviews became “Housewives Moments of Fame” spots, which also aired, and a TV commercial also supported the effort.

We brought the plan to life by creating “mobile events,” interviewing real housewives and creating moments of fame for real housewives in radio. The Bonux buses allowed us to communicate one-to-one with our target and due to the unique ad placement on rooftops we also reached the housewives hanging their laundry on balconies. Instead of leading the campaign, traditional TV and radio spots were used to reinforce the OOH and radio messaging.

“The Bonux Bus Route”Clean is critical for women in Lebanon. They hang their laundry on balconies to dry and to be seen by neighbors, because the appearance of laundry is a reflection of the woman’s talent as a housewife. Housewives tend to brag about their laundry secrets and often it is a subject of conversation because it allows them to demonstrate their expertise. Separately, we also learned that our target housewife is a heavy user of public transportation.