In 2009 Henkel launched Rubson GO, their new range of easy-to-use DIY ("Do It Yourself") products on the French market. The challenge was to try and differentiate the GO brand from the rest of the home repair brands by launching it as a fun and easy to use DIY brand, and giving it an emotional edge.The objective was to find a new and exciting way to communicate that DIY is easy and accessible to anybody, not just professionals. Our aim was to convert new customers and strengthen the bond that the brand had with the already existing ones. In a market saturated with boring demonstrations, we had to find a way to stand out and look outside the traditional way of advertising DIY.The idea came from the product itself and its method of application, which was identical to using a Nintendo Wiimote. Therefore we created a breakthrough positioning & signature: “Go. Play DIY” and went up to creating a real Wii Game which would be sold in store, with a smart cross marketing 360° communication campaign.Thanks to the launch of the game (end of March) Henkel reached a landmark of 100% presence (referencing) in DIY stores and supermarkets. The campaign got amazing press coverage with more than 100 articles in various magazines.

It took one year to develop the game. It was then launched in video game stores, main superstore chains (e.g. Carrefour or Auchan) and in DIY stores. Demonstration pods added an interactive element where consumers could play the game in-store.

A 4 week TV campaign advertised the game with a specific tag, along with in-store promotion.

A unique in-store cross-promotion campaign advertised on POS displays & on the game packaging itself: for every GO product purchased, consumers got a 10 € rebate on the game.We also organized a press conference with 100 journalists in a house with the same décor as in the video game. The journalists could play the game and use the products to discover the link between the Wii and the GO products.

Thanks to the launch of the game (end of March) Henkel reached a landmark of 100% presence (referencing) in DIY stores and supermarkets.These are early results since the campaign launched end of March:With a snapshot study on the internet made on 1000 respondents within the core target group, urban women beginner in DIY, we reached 50% awareness of the Go range after the campaign.On Google, the game “Chaos at home” shows 1,100 000 results The campaign got amazing press coverage with more than 100 articles in various magazines: decoration, news, leisure, women… (equivalent of €500K media buying).