Armed with our consumer insight 'more interested in Heat than housework' (Heat is a popular celebrity gossip magazine), we created doormat standout by emulating the magazine. In Filth, we poke fun at stained Z-list 'celebrities' to demonstrate the problem that Surf can overcome.Irreverent language sets Surf apart from its dull competitors. The 'back cover ad' was borrowed from Surf's existing press campaign. Content showcased the array of yucky stains that Surf could cut through. Targeting was based on users of the most boring competitor brand living around Surf's key retailer ...to win them over to the fun side.

In a low interest category without the benefit of a sample, the doordrop had huge impact. We beat the category's typical redemption rate hands down (1.6% versus a usual 0.02%) setting a new high standard. Moreover, it contributed to a 22% sales uplift within the stores around which the doordrops were targeted. It was seen as playing a key role in Surf becoming the UK's fastest growing washing brand in 2003.