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.

Our idea is to renovate the washbasin of the Beijing "Painting" bar, and modify the sensing circuits of the two adjacent washbasin sensor faucets to create a " little accident" . When someone reaches out to the sensor faucet, the faucet will not discharge water, but the adjacent faucet will discharge water. To wash your hands properly, someone has to lend a helping hand. This kind of hand-washing assistance breaks down social barriers and creates an opportunity for acquaintance.

We have insight that after the epidemic, people want to make more new friends. However, the shy and reserved personality of Chinese people has become a social barrier to making new friends. Targeting American Standard’s main target audience, young users in first- and second-tier cities, our strategy is to transform bar wash basins, create unexpected hand-washing social experiences, break social barriers, and promote interpersonal relationships. Use an event and event video to enhance the American Standard brand's favorability.

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.