The creative execution was based on a simple truth: bringing the product’s benefit into consumers’ lives is the clearest method of communication. Therefore, the solution to show the efficiency of Stihl High Pressure Cleaner was to clean some areas on the surface of city walls in the shape of a poster, with a sticker on the bottom. The payoff read: “Stihl High Pressure Cleaner. Clean for real”. The agency’s knowledge of the target profile proved to be right, since the need for seeing the benefits of the product was ceased. The impact translated into an increased number of people visiting STIHL stores in the area where the action took place.

The effort was executed on 23 street walls, at the cost of $3,000. The outcome was an 11.5% increase of clients visiting the store. Stihl was satisfied with the action in Porto Alegre, and is now studying ways to turn the pilot action into a massive effort.