Online ad for Glorix Wipes. In Unilever’s quest to engage more consumers with this product, Draft came up with the idea for an innovative ‘tryvertising’ campaign. The benefits of this one-wipe cleansing product (hygienic tissues for the entire interior) were directly experienced through a ‘reversed layer-ad’. Visitors of target-audience related websites could wipe off the website’s content with their mouse. A high-impact approach for a low-interest product, leading to 5.1% CTR average; 45,000 samples distributed within a week! (target was 25,000 for whole campaign period). 34% of the respondents considered the campaign to be ‘convincing enough to purchase Glorix Wipes’.