The Brief

To drive sales of Easy-Off BAM and to promote the brand.

Creative Execution

BAMERCISE takes the traditional demonstrational cleaning advertisements and turns it on its head with this 360-degree integrated campaign.

Describe the creative solution to the brief/objective.

We created a problem/solution situation: because BAM works so well, people are no longer getting the workout they used to get from cleaning. Therefore we provided them with a 30-minute workout video of cleaning-inspired moves that allows them to do the cleaning and get a complete workout at the same time.

Results

Generated a 21% uplift in sales of BAM during the promotional period vs. previous promotional weeks. It secured 2 weeks of trade support from Woolworths (catalogue and displays) after a 7 month block from the retailers on in-store support for BAM. BAM maintained positive net revenue growth for April & May despite 1) anniversary of a new product launch in 2009, and 2) Fewer products due to BAM Floors being de-listed. It built massive awareness behind the brand and the campaign: - BAMERCISE Awareness was 42% (vs. 14% for a similar campaign period and execution). - Website: 23,500 hits (in 2 months without a digital campaign) vs. 24,600 for Clearasil (in 6 months with digital campaign) - Viral: 26,000 views of viral videos on Youtube.com - 2 spoof videos added to YouTube A brand Omnibus undertaken pre- and post-campaign showed a positive shift across all key questions, while all competitor brands (bar Pine O Cleen) slid backwards. The campaign positively moved BAM on key brand attributes, especially on the most important message used for BAM “Takes the scrubbing out of cleaning”! In addition to this, BAM and BAMERCISE were featured on "The Gruen Transfer" (an Australian TV show about advertising and how it works) and received positive feedback from the majority of the panel.