Challange

Educate customers (LSM 3+ mothers who currently use dishwash bars) of the superiority of the product and its ability to wash a mountain of dishes with just one spoon.

Idea

A practical demonstration of the powerful degreasing power of VIM Dishwash.

Execution

A  Pola (Local bazaar) activation was conducted to educate consumers of the superior degreasing power of just one spoon of Vim liquid. The activation targeted selected regions in the Western Province.

Demonstrators carried greased plates and a sponge soaked with Vim liquid around the Pola. The grease on the plate hid a secret code only revealed when the grease was wiped away.

To be entitled for the draw, shoppers were asked to SMS their name and the code on the plate to a hotline.  

A plate washing competition was also conducted at the same bazaar.

The competition invited shoppers at the bazaar to wash a large number of greased plates at a sink placed around the activation area.

The contestant who washed the largest number of plates was rewarded.

Results

26,928 direct contacts reached.