Everybody's heard the saying that the floor is so clean you could eat off it. Especially in reference to how well someone kept house. But you would never actually eat off it, right?

We launched Floor 99.9, the first restaurant where you eat off the floor.

The pop-up restaurant opened its doors on the vintage marble floor of the Mercado Food hall in Antwerp. Since this venue gets thousands of visitors every week, you know the floor is really dirty.

Floor 99.9 was meticulously designed as the next trendy restaurant, minus the tables. We built the restaurant on the old marble floor of the Mercado Food Hall Antwerp.

Every little detail from napkins to glasses was elegantly branded for Floor 99.9. We designed the ground level chairs so that people could sit comfortably and still stretch their legs. The original design of the marble floor was used to isolate the areas designated for food from the parts where the waiters could walk.

We invited lifestyle journalists, bloggers and consumers by sending them an invitation printed on an actual floor tile.

Customers got to enjoy a free 3-course meal prepared by Belgian Lady chef of the Year Anne-Sophie Breysem.

Between each course the floor was cleaned with the Steam-mop, giving everybody a live product demonstration and a clean floor for the next course.

Even before the restaurant opened its doors, invitees were already sharing their invitations on social media. The lifestyle press and customers who ate at our pop-up restaurant enjoyed a once-in-a-lifetime dining experience by Black + Decker and reacted very positively to this daring stunt.

The campaign got covered in major lifestyle magazines and blogs, and the online video was also picked up by the mainstream press totalling 24 million media impressions.

The social video of the event got a social reach of 1.2 million and an increase in engagement on social media of 50%.

Sales went up by 15%.

To launch the new Black+Decker steam-cleaners we proved they kill 99.9% of all bacteria by creating a unique experience for customers and press. We opened a restaurant where you could eat off the floor, during the opening weekend of the new Mercado Food Hall in Antwerp. We invited lifestyle press and customers for a free 3-course meal by sending them an invitation on an actual floor tile. Between each course, they witnessed the cleaning power of the new steam-cleaners, live on the spot. By proving our product’s claim, we invited customers to try out the new Black+Decker steam-cleaners for themselves.

Floor 99.9 aimed to reach women 25 – 49 years. Way too often this target group gets overwhelmed with dull explainer video’s. But Black + Decker has always focused on customer needs. Since their new steam-cleaners kill 99.9% of all bacteria and germs, we translated this claim into a brand experience that proved the product’s promise live on the spot.

We invited the lifestyle press and customers to Floor 99.9, a pop-up where they could eat a free 3-course menu, prepared by a top-chef, off the floor. We built the restaurant in the Mercado Food Hall Antwerp, an old post office, and opened doors during its opening weekend. All invitees witnessed the cleaning power of the Steam-mop first-hand between every course. We filmed the stunt during the event and sent it to all our press contacts. We also shared it on Facebook and targeted the video to our target group.

Just saying your product is ‘incredible’ through standard advertising is often not enough to convince people. So an experiential activation-approach was needed for our almost too good to be true claim: the new Black + Decker SteaMitt & steam-mop steam-cleaners kill 99,9% of all bacteria.

The objective of the campaign was to launch the new Black + Decker Steam SteaMitt and Steam-mop steam-cleaners with women, 25-49 years.