Unilever’s all laundry detergent ended a two-week single-market
mobile campaign aimed at driving home a key product attribute. The
exteriors of the two “small & mighty Clothes Buses” were covered
with 32 loads of shirts pants pjs and socks. The message: One
container of all can tackle an awful lot of laundry.
The 40-foot buses stopped at high-traffic locations like Penn Station
South Street Seaport and Chelsea Piers. The campaign also offered the
chance to win a new wardrobe. When they spotted the bus consumers
could text message or email the vehicle’s location to all for a chance
to win a $5 000 shopping spree or one of a dozen $200 gift cards. In
addition street teams gave out $2 product coupons at each stop.
Agency: FreeCar Media Los Angeles .