Situation:

The new peak of the financial crisis in Russia — when the importance of money was highly raised.

Brief:

Show that Hotpoint Natis washing machine is perfect for delicate washing.

Objective:

Create product-oriented, viral, yet low-budget campaign

The campaign was divided on the two phases:

— Announce

— Livestream

In the first phase we created a promo site to announce our intention to wash one million rubles live and invited people to share these news in social network.

On the appointed time we aired livestream on youtube and facebook, where we first showed the money and then washed it for 46 minutes live. After wash we demonstrated that money is safe by using UV scanner.

The whole sum was loaned from the bank a day before the live stream and returned back the next day after drying.