All Small & Mighty: Laundry Bus

Objective:

To increase sales and awareness of All Small & Mighty detergent.

Market:

New York City

Solution:

Two charter buses, covered in actual clothing, drove a targeted route around highly populated areas of New York City. Brand Ambassadors educated consumers on the benefits of All Small & Mighty detergent by handing out brochures containing high-value coupons. In addition, the BAs assisted consumers in using their cell phones so they could enter the "spot the bus" sweepstakes.

Results:

• 74,081 coupons distributed
• 2,456 Sweepstakes entries
• 5,190 new visitors to the All Small & Mighty website during the 12 day promotion
• Over 4.4 million total impressions

Awards:

• Winner: American Advertising Assn's 2007 National Gold Addy for Best Vehicle Graphic Wraps
• Winner: OAAA's 2007 OBIE Merit Award
• Finalist: 2007 Cannes Lions Awards in the Outdoor/Transit Category