The main objective of the campaign was to promote the 30th anniversary of Oxyclean brand. In order to come up with most relative and simple creative solution for this objective, we decided to collect images of people in laundry-finished pose, which is key-pose of the brand. The simple scheme of the campaign was to gather large number of participants and raise brand awareness as possible. We anticipated 31,149 participants (both online/offline) but ended up gathering 36,959 participants, which is 119% of our goal. The main factor that brought this campaign to success was simple, accessible participation.

Due to the characteristic of the product, Oxyclean mainly targeted housewives aged from 25 to 49. However, with this 30th anniversary campaign, we were able to reach out to variety of age groups, including younger targets. Since we have installed the Oxyclean photo-booth in Gangnam station, younger targets were able to participate in the campaign and further learn about the product as well. One of the young participants responded, “Heard of the ‘Laundry finished!’ somewhere, but weren’t sure what it was. I should start using Oxyclean because I wouldn’t be finished with laundry if I don’t use the product.”