Ajax Promo, Case study MIME by Y&R Paris

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MIME

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market France
Agency Y&R Paris
Director Francois Bezaud
Creative Director Carmine Coppola
Art Director Christophe Frances
Producer Claudie Baillon
Account Supervisor Luis Enrique Garcia Tortosa, Veronique Lala
Released March 2012

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: COLGATE-PALMOLIVE COMPANY
Product/Service: AJAX
Agency: Y&R PARIS
Creative Director: Carmine Coppola (Y&R Paris)
Copy Writer: Laurent Vergnaud (Y&R Paris)
Art Director: Christophe Frances (Y&R Paris)
Director: Francois Bezaud
Producer: Claudie Baillon (Y&R Paris)
Account Supervisor: Luis Garcia (Y&R Paris)
Account Supervisor: Veronique Lala (Y&R Paris)
Advertiser Supervisor: Jean-Bernard Vidaillet (Colgate)
Advertiser Supervisor: Stephane Cristoloveanu (Colgate)
Media placement: STREET EVENT - PARIS STREET - 9 MARCH 2012

Summary of the Campaign
- The launch of the new Ajax Glass window cleaner
- A breakthrough product in streak free performance
- A highly competitive category with broad brand franchises

The Situation
Get product news to stand out from competition and existing Ajax products.

The Strategy
Deliver the 'windows so clean they’re invisible' message through integrated campaign.

Execution
We created a stunt with a mime cleaning invisible windows in high traffic areas of Paris, near shops, to generate buzz and attract interest.

Documented Results
- Sales results not available yet as product is launching May 2012
- This pre-launch activity in public areas generated buzz and engagement ahead of full media support