Gentle cash wash by Hotpoint
Develop an integrated digital campaign to promote new Hotpoint Natis washing machines, which are able to gently clean even the most delicate clothing.
We decided to test the new Hotpoint washer by using it to wash the one thing people definitely wouldn't want to lose: money.
The campaign's website featured a live feed of the washing process, after which participants had a chance to win the big prize: a million in cash, gently washed.
40 minutes of live money laundering
all of the washed banknotes were successfully accepted by the bank
13 000 000 campaign reach
+13% market share increase amongst all washer models