Scotch-Brite: Wash your Bill campaign was introduced recently in hopes of capturing the attention of younger generations.
Their newest campaign is extremely interactive and provides a benefit first and foremost to the consumer and second to Scotch-Brite. How does the consumer benefit off this campaign you ask? Well, in an effort to spread the word about Brazil’s # 1 sponge brand, Scotch Brite will pay for your dinner. There is a catch to this sweet-sounding deal, however; after dining at certain restaurants in the city of Sao Paulo, patrons are presented with a choice.
The patrons decide whether or not they’d rather do a couple of dishes (using the Scotch-Brite Sponge, of course) or shell out some money for their meal. Almost all of the individuals approached with this question donned hairnets, rubber gloves and a Scotch-Brite sponge and proceeded to “wash their bills.”
This campaign, besides being extremely interactive, is extremely inventive and well-conceived. I mean who wouldn’t mind cleaning a couple of dishes if it meant free grub?
Key Themes Behind This Trend
- Interactive Marketing Campaigns
- Innovative marketing campaigns that actively engage consumers and offer tangible benefits can capture the attention of younger generations.
- Consumer Benefit Campaigns
- Campaigns that prioritize benefits for the consumer, while still achieving business objectives, can be very effective at driving engagement and building brand loyalty.
- Brand Awareness Through Promotion
- Promotional campaigns that offer consumers a taste of a brand's product or values, while also providing added value, can help build brand awareness and reach new audiences.
Where This Applies
- Food and Beverage Industry
- Interactive marketing campaigns that offer free meals in exchange for consumer engagement can disrupt traditional advertising methods for the food and beverage industry.
- Household and Cleaning Products Industry
- Campaigns that prioritize consumer benefits and provide opportunities for product use, like the Scotch-Brite sponge in this case, can generate brand loyalty in the household and cleaning products industry.
- Advertising and Marketing Industry
- Innovative campaigns that combine consumer benefits, interaction, and brand promotion can provide disruptive advertising solutions for the broader advertising and marketing industry.
