The Brief

CIF Spray (a multi-purpose cleaner) has been in the Indonesian market for the last three years. An average household has 3 to 4 different cleaning products to keep their household clean. Among its communication strategy, product demo has become the most suitable approach to illustrate CIF Spray’s efficacy. However, people are reluctant to see boring and formulaic product demos. We needed find a new way to engage the audience.

Describe how the promotion developed from concept to implementation

Street food stalls are an important part of Indonesian culinary culture. Popular haunts will often find people waiting for the next available seat and standing patiently around the table when it is being clean. This led us to the idea of using the table as the medium. We created the world first multi-surfaces table, constructed of 10 different surfaces with each table containing a CIF Spray compartment.

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

From the five-day event, the tables generated thousands of product demos and sold 3990 bottles, 60% surpassing its target of 2500. The tables are now making their debut in popular food courts and restaurants.

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

We decided to launch these tables at the Festival Jajanan Bango; Indonesia’s biggest hawker food festival. These unique tables give people an impossible to avoid product demo, thus demonstrating Cif Spray’s efficacy.