How to make young people excited for boring topics like washing detergents and their durable effect? We created an online T-shirt heaven wherein first-time-washers could upload their favourite T-shirt and make it immortal. On banners, print-ads, TV-spots, and at the POS we asked to participate and rewarded the most liked entries with Total washing detergents for 25 years and 7 clones of the favourite shirt.

Countless T-shirts were uploaded. Every 12th visitor made their favourite shirt immortal. Several thousand users voted and shared the campaign. T-shirt heaven became a colourful monument, representing the durability of clothing washed with Total.

Young adults have T-shirts that are of special importance to them. What makes those T-shirts beloved is not only their look, but the experience shared by the T-shirt and its owner. So we connected this love with the brand 'Total' in the 'Everlasting T-Shirt' campaign. We asked everyone to make their favorite T-shirt immortal on our Everlasting-T-shirt website. The users could upload their favorite T-shirt and its story, and then fight for votes. The winner of every category received seven copies of their favorite T-shirt. A TVC-tag-on, banners, print ads, and a spectacular guerrilla action filled our heaven with T-shirts instead of harps.

The viral effect worked: the website received on average 2,150 visits per day, 47,387 unique visitors and 365,000 visits in total. The highest count occurred after the marketing by the Migros Newsletter as well as by posts on the fan page. The overall high count of returning visitors reflects the interest of the users sparked by the campaign. 25.9% of all visitors stayed with the campaign until the end and 7,468 users voted for the participants.