The brief was to develop a simply realisable and cost-effective idea that gets the people in touch with the Sonax car-wax and that strongly convinces them that the product is valuable even for their own car. Since most people don’t realize the need for car care products, nor do they believe, what advertising wants to sell, either, our strategy was to give the people a proof that they can’t elude to deal with. So we gave them the most authentic proof that they can get: A real product demonstration on their own car.Since the effect revealed itself not until the first rain, the message arrived the car owner unexpectedly in an everyday situation and demonstrated the effectiveness of the Sonax car-wax in a real context. Cordell Burke   Art Director/Creative Director   OgilvyoneRick Sear   Creative Group Head   Ogilvyone

Since most people don’t realize the need for car care products, nor do they believe, what advertising wants to sell, either, our strategy was to give the people a proof that they can’t elude to deal with. So we gave them the most authentic proof that they can get: A real product demonstration on their own car.Since the effect revealed itself not until the first rain, the message arrived the car owner unexpectedly in an everyday situation and demonstrated the effectiveness of the Sonax car-wax in a real context.

Since the implementation did not require any spendings for the media itself, it was a very cost-effective and successful promotion for Sonax to get high awareness for their products.