The Campaign

It’s the ‘extreme makeover’ of dish washing. While demonstrating the efficacy of Sunlight Anti called for a classic before-and-after approach, we added a twist in the storytelling by showing the extreme of the dish washing process.

Creative Execution

Sunlight Anti Bacteria invited 25 special guests (including food bloggers) to dine at Namaaz, a famous molecular gastronomy restaurant in Jakarta. To further enhance the experience, the food and drinks in this multicourse dinner were presented with a set of unique tableware & utensils. A video was presented at the end of the evening and much to the diners’ surprise, it was revealed that the tableware and utensils they used were made of recycled wastes: wine and beer bottles, record vinyl and skateboard scraps (to name a few) found at junkyards and were washed with Sunlight Anti Bacteria and upcycled for their fine-dining experience. An online video capturing the experience was then released to reach a wider audience. To mimic the diners’ revelation about what the tableware was made of during the live event, the video was shown in backward-sequence.

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

Naturally, during the invite-only event, diners tweeted the multicourse meals and the revelation at the end of the dinner about the tableware and utensils made of recycled waste, creating conversations in social media. The online video was just recently released and subject to further result.

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

Being a rather traditional FMCG brand, Sunlight promoted its product range by using non-traditional media (typically used by other FMCG brands in Indonesia.) This live brand experience did something beyond any product demonstration by presenting the product in a unique and entertaining way.

The extreme contrast of ‘dirty vs. clean’ should be presented to a group of affluent diners (female, 35yo and above) who appreciates more refined food. Surprise (and delight) them with the story behind the tableware and cutlery they use while enjoying the food in front of them.