Under the background of the post-epidemic era, people have begun to pay more and more attention to hygiene and health. American Standard took advantage of the opportunity to launch the "integral faucet & soap dispenser ", which integrates the functions of inductive water discharge and soap dispensing. It cleans more efficiently and avoids secondary pollution caused by contact with the faucet and hand sanitizer.

In this context, American Standard hopes that by planning a brand event, it is necessary to dig deep into consumer insights, cater to the psychological needs of consumers in the post-epidemic era, highlight the functions and benefits of new products, and shorten the distance between brands and consumers. Create a sense of brand temperature, effectively enhance the brand image, and enhance brand favorability and reputation.

The idea involves modifying the handwashing sinks at a bar in Beijing to create a "happy accident". When someone reaches for the sensor-activated faucet, the faucet does not release water, but the adjacent faucet does. This prompts individuals to extend a helping hand to each other to wash their hands, breaking the social barriers and encouraging social interaction.

Making new friends now is harder than people imagine. It is even more for many shy and reserved Chinese. Wash your hands and socialize through ingenious transformation of the bar washbasin to create an unexpected social interaction experience, breaking the social barriers of some Chinese people and promoting interpersonal relationships. It has won the love of young people, the core users of American Standard, and the brand reputation has been greatly improved.

The hand washing social event took place on March 12, 2023 at the "Painting" bar in Beijing. Prior to the bar's opening hours, we made modifications to the control circuitry of the sensor faucets at the washbasins to encourage people to cooperate in washing their hands, thereby promoting social interaction and communication. The event lasted for one week, with nearly a thousand participants.

We captured the event in video format and disseminated it on social media. The video gained over 1 million views, received coverage from 16 media outlets, and resulted in a 30% increase in brand favorability.