Our solution was based on being physically painful to receive for anyone who is mindful of his or her car-coating. We intended to demonstrate just how abrasive a traditional car wash can be, when gravel and dirt is not rinsed off before the brushes go to work. In doing so, we made it easier for the intended customer to drive a few extra kilometres to try out Mjuk Biltvätt.

You’re never more acutely aware of the state of your car coating, than when the car is brand new. That’s why our offer was sent only to those who had recently purchased a new car. Despite the fact that Mjuk Biltvätt only have three stations spread out over the Gothenburg region, 27% of our recipients took advantage of the introductory offer rather than go to their regular, more conveniently located car washes.