Flash Promo, Case study FAKE SPILLS by Leo Burnett London

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Industry Cleaning Products, Detergents & Wood protectors
Media Promo & PR, Case study
Market United Kingdom
Agency Leo Burnett London
Producer Lance Crozier
Released February 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Mar 1 2011
Entrant Company: LEO BURNETT, London, UNITED KINGDOM
Executive Creative Director/Creative Director: Justin Tindall (Leo Burnett London)
Copywriter/Creative Director: Daniel Fisher (Leo Burnett London)
Art Director/Creative Director: Richard Brim (Leo Burnett London)
Producer: Lance Crozier (Leo Burnett London)
Planning Director: Rebecca Harris (Leo Burnett London)
Account Director: Richard Henderson (Leo Burnett London)
Media placement: Ambient Stunt - Ideal Home Show - March 2011

Insights, Strategy & the Idea
We wanted to make the benefit of a long established, but currently unloved, brand relevant again. Although Flash has over 50% penetration in UK households, our customer base has become increasing promiscuous, choosing cheaper own label products which has threatened our market share. We wanted to re-establish the brand's superior efficacy credentials of cleaning, in the light hearted no-nonsense tone it is famous for. The insight was based on our core consumers love of the satisfaction of getting tough stains and marks removed first time with no effort. We needed a creative mechanic that forced our consumers to take notice of us again, and why Flash is such a good product.

Creative Execution
A practical joke of sorts! Consumers would be horrified by the apparent spilt coffee cup (or other) and instinctively want to clean up the mess to prevent further damage by the wet liquid. Upon picking up the cup they discovered the ‘stain’ was easily removed – mirroring the ability of Flash to make cleaning up less effort. The creative idea provoked laughter and relief! It became a talking point of the Ideal Home Show as stall holders even got in on the act to set each other up. Importantly, it put Flash back on the map at Britain’s most important Home Show.

Results and Effectiveness
Amongst all the usual TV, Print and Instore executions, this was a totally novel way of showing the products core benefit of cleaning – acting like a live demo, that customers actively wanted to share and pass on. It caught the imagination of the public that are always game for some banter and a practical joke, all this being done in keeping with the brand’s no-nonsense personality.