Every client asks creatives to accept a mission impossible and produce a successful, low-budget campaign, but with a famous testimonial and the brand wanted to ride the fact of being the n.1 brand most bought in southern italy but do it in a fresh and never done before. For ACE, we achieved this by choosing a perfect real free (but still really famous) testimonial, the laundry hanging out to dry in Naples, and by creating a new media, the balconies and the windows of the city used to frame the laundry, in a specific moment in which there were no more classic media spaces available in the town due to its success and popularity.

Since the brand wanted a campaign based in Naples (according to the data there is where ACE is most used to clean its laundry) but neither the budget nor the fact that all media spaces were sold out or cost too much allowed it, the only way to do it was to change the rules of the game and invent a new way to be present there.

We achieved this by creating a new media from something already existing and under everyone's eyes: the windows and balconies of the city. No one competitor did it before and the result was that the laundry hanging out to dry become the perfect real and free testimonial for this campaign.

By framing them with 6 billboards we created a multi-subject campaign perfectly embedded in the urban context that was able to tell the brand in a realistic way, arousing the interest everyone.

Since the goal was to reach as many people in Naples as possible in the shortest time and with a really low budget and no media space available, we had to create new and creative media to talk about ACE's products.

As soon as we put up the billboards, a spontaneous strategy based on word of mouth, the press and local influencers come out. People started spotanently talking about the operation on their social media and leaving comments on the social content of the brand. Some influencers did it too and thanks to their help and the press attention we caught national people's attention, media and social pages spontaneously talked about the campaign, triggering a domino effect.

To create a popular campaign for ACE with a low budget in the city all brands wanted to be the only way was to create a new media: the balconies and the window of the city of Naples. A media ignored by competitors but always under everyone's eyes. The famous testimonial we used was the laundry hanging out to dry and really cleaned by ACE (real laundry was never used by competitors too). We created 6 different billboards to frame the laundry. The billboards hung from July 26 to August 1 but the operation still gain recognition on social media of the brand.

The operation focused on the city of Naples and was picked up by local and national newspapers, some videos on the brands social media channels and local influencers

The campaign brought strong appreciation from the current and potential target that reverberated on an increase in the growth rate of 6% higher in August than in July. And also the brand perception changed, people and competitors brands are looking at ACE as a benchmark and as a easier and funnier brand.

The operation lead to:

40 million impressions

210K engagement

1,2 million earned media

All with zero post production and zero human testimonial