The agency developed a guerilla campaign for the fair with the idea of communication “Bacteria have to stay outside” which focalized the attention on noticeable, fist-sized and pink coloured gummi-bacteria with suction cups.Promoters in business wear were disguised as fair visitors and sent there with bacteria filled trollies. Suddenly and unexpected all glass surfaces of the fair were “infected” from the outside.The bacteria had a label with the closure “I have to stay outside!“ and the link to the webside of Henkel www.HenkelMultan.com gave the target group the opportunity to get more information and to come in contact.

The campaign caught the attention oft he customers within seconds and cluster of people stayed to watch. Initial curiosity turned into excitement. The demand fort he funny cult object was magnificent. Not a single bacteria of 3000 was left. A high-quality contact to prospects was created for Henkel. The costs for the campaign are already paid with the help of current orders and the reached contacts have a sales potential of more than a half million euros. Because of this success Henkel is going to perform this campaign at international fairs worldwide.