Friday, August 13, 2010

Tide Mile of Clean Style

Agency: Gigunda Group, Inc.
Client: Tide, a Procter & Gamble Brand

Tide Mile of Clean Style

Tide was looking to create a memorable event that would reach a wide audience and leave a strong impression in support of its latest marketing campaign, “Style is an Option. Clean is not”. The agency chose Miami during Super Bowl XLIV. In addition, they wanted to use their event to do some good, raising funds to benefit Haitian earthquake victims and help clothe local homeless families in need.

To make the most impact against the 200 million people who descended upon the city during the Super Bowl as well as the residents in the area, Tide created a clothesline a half-mile long full of clean, donated clothing. At a pop-up Tide Studio tent, visitors could interact with Tide’s stain removing products through a kiosk, learn the science behind Tide’s formula, create their own t-shirt, and download a free iPhone “Stain Brain” trivia app which allowed visitors to test their knowledge of stain solutions and contribute their own home stain remedies.

Other components included the Everyday Runway where visitors could show off their own style while listening to a DJ and talking with a fashion consultant, tour the Loads of Hope Mobile Laundromat and purchase a vintage Tide t-shirt. Visitors waited in lines as much as an hour to participate in promotions, giveaways and free activities.

In just three days, more than 150,000 people visited; 82,105 samples were distributed; more than 1,500 t-shirts were sold; and more than 66 million media impressions were made. 

Interstate Batteries Summer Snow Days

Agency: Inspira Marketing Group
Client: Interstate Batteries

interstate batteries

Trying to create a fun, interesting campaign around car batteries is challenging. Commercials in the category tend to drone the same messages over and over again and customers have gotten immune to them. Interstate Batteries, a nearly 60-year-old company based in Dallas, Texas, wanted to change the norm.

Through market research, Interstate uncovered that 90% of Americans think cold weather is the leading cause for a dead battery, but hot weather is actually more likely to cause battery failure.  To engage consumers in a dialog about the realities of car battery failure and Interstate’s “Outrageously Dependable” promise during a time when they had more fun things on their mind, they did something outrageous: created a snowy day in July.

To target parent drivers in key markets, Interstate sponsored five minor league baseball teams in Sacramento, Calif.; Frisco, Texas; Oklahoma City, Okla.; Jacksonville, Fla.; and Des Moines, Iowa. At one game in each location, where the temperature was above 100 degrees, attendees were presented with falling snow, a sledding hill and a snow sandbox. As people approached, they were greeted with an Interstate green snow cone and asked, “Have you had your car battery checked lately? You know, heat is actually more likely to cause battery failure than cold weather.”

More than 22,000 people participated in the snow day events, engaging for an average of 19 minutes. Most importantly, a  post event survey revealed that 87% of people came away from the event believing that heat is the leading cause of battery failure and would consider buying Interstate the next time they needed a battery.