To create a high impact, low budget, direct marketing campaign for the household cleaning product Cillit BANG, which communicated the product benefit in a relevant and convincing way. Success would only be measured in sales.

A 5 Cent coin – half way cleaned by Cillit BANG and half way dirty – was given out as change to every consumer at the supermarket's cashier, branded with a little transparent sticker. Thus it became a simple and surprising demonstration of how Cillit BANG removes dirt wherever you find it.

The Media itself became the living proof of the advertising promise ‘nothing cleans like Cillit BANG’.

Small size, big effect. The results were amazing. The supermarkets of the REWE group, where the direct campaign took place, showed a sales uplift across the entire Cillit BANG range of 337% in comparison to the respective previous period. Because of the big success at a reasonable price and the highly positive involvement of the consumers a nationwide „Clean Coin“ direct marketing campaign is planned for the second half of 2008.