In 2009 Henkel launched Rubson GO, their new range of easy-to-use DIY products on the French market.The challenge was to try and differentiate the GO brand from the rest of the home repair brands by launching it as a fun and easy to use DIY brand, and giving it an emotional edge.

The objective was to find a new and exciting way to communicate that DIY is easy and accessible to anybody, not just professionals. Our aim was to convert new customers and strengthen the bond that the brand had with the already existing ones. In a market saturated with boring demonstrations, we had to find a way to stand out and look outside the traditional way of advertising DIY.The idea came from the product itself and its method of application, which was identical to using a Nintendo Wiimote.

Therefore we created a breakthrough positioning & signature: “Go. Play DIY” and went up to creating a real Wii Game which would be sold in store, with a smart cross marketing 360° communication campaign.Even if few stores distributed the game few weeks before Cannes 2009, the campaign really started in September 2009 with a 4 month promotion that reached 100% of DYI stores. During this 4 month period (Sep 2009 to Dec 2009) we ran a powerful TV campaign, got promotional displays in every store that distributed Rubson GO and made a new cross promotion by reducing the price of the game to 20 €.

So the outcomes of this campaign arrived at the end of 2009, in December when the promotional plan was fully deployed

It took one year to develop the game. It was then launched in video game stores, main superstore chains (eg. Carrefour or Auchan ) and in DIY stores. Demonstration pods added an interactive element where consumers could play the game in-store. A 4 week TV campaign advertised the game with a specific tag, along with in-store promotion.

A unique in-store cross-promotion campaign advertised on POS displays & on the game packaging itself: for every GO product purchased, consumers got a 10 € rebate on the game.We also organized a press conference with 100 journalists in a house with the same décor as in the video game. The journalists could play the game and use the products to discover the link between the Wii and the GO products.Even if few stores distributed the game few weeks before Cannes 2009, the campaign really started in September 2009 with a 4 month promotion that reached 100% of DYI stores. During this 4 month period (Sep 2009 to Dec 2009) we ran a powerful TV campaign, got promotional displays in every store that distributed Rubson GO and made a new cross promotion by reducing the price of the game to 20 €.

So the outcomes of this campaign arrived at the end of 2009, in December when the promotional plan was fully deployed

Go became the market leader with 27% market share. Henkel’s revenues rose 53% after the launch of GO. The product was referenced in all supermarket and DIY stores. And finally, Chaos at Home will be published by video game giant “Konami” for the US market.