We started with the insight that people who would need a vacuum that also washed floors would be the same people who need anti-slip socks as their homes contained wooden or tiled floors. We developed and sent anti-slip socks that featured a small advertisement on the label - promoting Siemens' new product development of combined floor cleaning and washing.

The campaign generated a lot of attention to the vacuum cleaner. People went to the vacuum cleaner section to see the 'technopower stone & wood'. And quite a few shoppers who wanted a pair of anti-slip-socks ended up with a new vacuum cleaner.