Ace Print SLIPPERY FLOORS by Grey Milan

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Industry Cleaning Products, Detergents & Wood protectors
Media Print, Magazine & Newspaper
Market Italy
Agency Grey Milan
Executive Creative Director Roberto Greco Giovanni Porro
Creative Director Barbara Cicalini
Art Director Stefano Fantini
Photographer Antonio Marogna
Account Supervisor Arturo Cumani
Released April 2012

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: P&G
Executive Creative Director: Roberto Greco (Grey Worldwide Italia)
Creative Director: Barbara Cicalini (Grey Worldwide Italia)
Copy Writer: Paolo Moretti (Grey Worldwide Italia)
Art Director: Stefano Fantini (Grey Worldwide Italia)
Account Supervisor: Arturo Cumani (Grey Worldwide Italia)
Account Manager: Irina Alverà (Grey Worldwide Italia)
Photographer: Antonio Marogna
Media placement: Guerrilla - By Hand - 24 April 2012

Describe the objective of the promotion.
The objective of the promotion was to make crystal clear to women - in a very impactful and hitting way, immediately after entering their houses - how easy is for germs, bacteria and non-hygienic factors to invisibly invade their homes, putting at risk the well-being of their families.
Of course in this scenario ACE Hygienizing Bleach is the easy solution to properly solve the problem.

Describe how the promotion developed from concept to implementation.
The idea is to allow women - via a home by home guerrilla activity - to physically visualise the non-hygienic vectors that they bring to their houses, via their dirty shoes.
The vision of the boards (slipped behind their houses entrance door) featuring disgusting outdoor dirt, should make women immediately aware and worried about the everyday hygiene needed in their houses.

Explain why the method of promotion was most relevant to the product or service.
We believe that this ‘experiential’ approach is the most suitable to get women into the problem and search for an easy but effective solution, like ACE Hygienizing Bleach.

Describe the success of the promotion with both client and consumer including some quantifiable results.
N.A. (the operation is currently on air)