Imagine that you just bought a brand-new washing machine but you keep washing your laundry BY HAND EVERYTIME. Ridiculous as this may sound, when it comes to dishwashing recent research shows that 80% of people that own an AUTOMATIC dishwasher still wash their dishes by HAND before putting them inside the machine. Fairy dishwasher capsules is the newcomer in a market where Finish is the long-time undisputable leader. Independent research shows Fairy cleans better than Finish, enabling 1st time tough food removal. That said, in real life even those who were open to try Fairy ended up reverting to Finish unable to tell the difference in performance because most tend to pre-rinse dishes by hand before placing them in the auto-dishwasher.

Introducing the PreWash2000! Just place the dirty dishes “as is” in the PW2000 let it run its cycle and then take the semi clean dishes and place them in the dishwasher – no pre-rinsing is needed! We would announce the launch of this revolutionary appliance just as if it was real, in a big bang across multiple platforms only to later reveal its redundancy for users of Fairy capsules. We would advertise it on national TV,OOH, sell it in stores (on and off line) and we will even feature it on the shopping-channel. And if our assumptions are right, the new appliance will make sense to at least 80% of the population (those who pre-rinse) capturing their attention and interest so when we reveal that it is fictitious and offer a much more straightforward solution to cleaning dishes (Fairy capsules), the true ridiculousness of their behavior will finally sink in.

National TV spots directed viewers to The Shopping Channel to hear more and pre-order. • DigiOOH enhanced the big bang effect and enabled direct-response opt-in. • A PreWash2000 infomercial and eComm web page were integrated into most popular content sites. • Social media activated discussing the merits of a pre-wash appliance. • PreWash2000 was displayed instore in the largest appliance chain enabling pre-order. Once interest and awareness to the PW2000 peaked we launched the reveal stage. To the thousands who pre-ordered the product via the shopping channel we delivered a giant cardboard appliance box full of Styrofoam and a tiny Fairy capsule... Using the same media platforms that were used during our teaser stage we delivered our strategic message “instead of buying a second dishwasher just buy Fairy capsules for your first one”, fully exposing the absurd of rinsing dishes by hand prior to placing them in the dishwasher.