MAKE A MESS by Leo Burnett Chicago, LiquidThread Chicago for Delta

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MAKE A MESS

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Industry Mobile applications
Media Promo & PR, Case study
Market United States
Agency Leo Burnett Chicago
Director Nick Yeck
Art Director Elizabeth Wolfe
Producer Joya Fain
Agency LiquidThread Chicago
Released July 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: DELTA FAUCET
Product/Service: TOUCH2O MOBILE PHONE
Agency: LIQUID THREAD
Agency: LEO BURNETT USA
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: LIQUID THREAD, Chicago, USA
Entry URL: http://deltafaucet.com/makeamess
Director: Nick Yeck (LiquidThread)
Manager: Sarah Campbell (LiquidThread)
Art Director: Elizabeth Wolfe (LiquidThread)
Senior Copywriter: John Cockrell (LiquidThread)
Producer: Joya Fain (LiquidThread)
Executive Producer: Elena Robinson (Liquid Thread)
Media Supervisor: Jeff Alwine (Spark Communications)
Senior Brand Manager: Jessica Egerton (Delta Faucet)
Media placement: Banner Ads - Various Sites - July 2009
Media placement: iPhone Application - iTunes Store - July 2009
Media placement: Blackberry Application - Blackberry App Store - July 2009
Results and Effectiveness
Exceeding Client ExpectationsOrganic site traffic increased nearly 67%, while Touch20® saw a 649% increase over pre-campaign average traffic/visits. The campaign had an average of 16.6 seconds spent actively interacting with the brand within rich media banners - greater than a 15" TV spot! With digital media as the only promotional vehicle, the adoption of the applications has been phenomenal – over 110,424 downloads, averaging 6,000 downloads a week. Users even uploaded over 5,288 paintings to the Make A Mess gallery, washing away and restarting their painting countless times in the process.
Creative Execution
Forward Thinking FaucetsOur forward-thinking audience is more likely to own a smartphone, so what better way to feed their desire for the latest technology than to tie the campaign together with an application for the iPhone and BlackBerry Storm? Make A Mess, our smartphone application, lets users create their own custom finger-paintings on their phone. When the user’s ready to start over, they simply tap the Touch20® faucet to wash it away. Users were encouraged to upload their painting to an online gallery or create “messes” on the gallery site. A special feature of the advertising allowed users to text their phones straight out of the ad with a direct link to the respective iPhone or BlackBerry app stores – a feature a forward-thinker would truly appreciate.
Insights, Strategy & the Idea
Smart Design for Smart ConsumersAnyone that has ever done messy household chores or cooking knows that cleaning up one mess can result in another. Turning a faucet on with dirty hands means that the faucet is dirty and contaminated, too. Delta’s new Touch20® faucet means that you simply need to make body contact to turn on, making messes, less, well, messy. Unfortunately, Delta isn’t exactly on consumers' minds, trailing better-known brands Kohler and Moen in awareness. So instead of fighting against these brands as simply a faucet, we approached the product as cutting-edge technology. Our challenge was to introduce the Touch20® faucet to the target, forward thinkers: consumers who not only geek out over high-tech products, but also see technology as a catalyst for smart design and seek human benefits in innovation.