FACTORY

TitleFACTORY
ClientCLEAN PLUS THAILAND
Product / ServiceCLEANING SERVICES
CategoryB03. Business Products & Services
EntrantMcCANN WORLDGROUP Bangkok, THAILAND
Entrant Company:McCANN WORLDGROUP Bangkok, THAILAND
Sales Promotion/Advertising Agency:McCANN WORLDGROUP Bangkok, THAILAND

The Brief

Dust accumulates constantly but it can’t be seen. So clients don’t use a cleaning service as often as they should. Then our task is to let them realize that their places need a cleaning service more often.

Describe how the promotion developed from concept to implementation

In order to let them know that it’s time for cleaning, we let the dirt speak for us. We created posters covered with transparent sticky glue. At first sight, they look like blank posters with just a logo. We placed them in the various communal areas such as offices, service apartments and factories. As time passed, the sticky parts on the posters would capture dirt and form the shapes of office appliances, furniture or factory icons depending on which location the poster was placed. In addition, the dirt would stick to a headline that said: “It’s cleaning time. Call us.”

Describe the success of the promotion with both client and consumer including some quantifiable results

Now clients could see the hidden dirt that inhabited their offices, rooms and factories. Even more importantly, they would know when it was time to call us. Our repeat business from existing clients increased 52% with a very low cost of production.

Explain why the method of promotion was most relevant to the product or service

Our poster is the indicator to tell how dirty client’s place is. If it’s dirty, poster can be read and tell client that it’s time to call us. Nothing is better than the dirt to be the speaker for our service.

Credits

Name Company Position
Martin Lee McCann Worldgroup (Thailand) Ltd. Chief Creative Officer
Chinnawut Awakul McCann Worldgroup (Thailand) Ltd. Creative Director
Arnicknard Krobnoparat McCann Worldgroup (Thailand) Ltd. Copywriter
Winna Kiao-on McCann Worldgroup (Thailand) Ltd. Art Director
Opapen Kittipanyakul McCann Worldgroup (Thailand) Ltd. Account Supervisor
Apichaya Taechamahapun McCann Worldgroup (Thailand) Ltd. Planner
Pittkanya Poonlumlert McCann Worldgroup (Thailand) Ltd. Producer
Chalermpol Kiatpatananukul McCann Worldgroup (Thailand) Ltd. Senior Retoucher