Hotpoint

Gentle cash wash by Hotpoint

Brief:

Develop an integrated digital campaign to promote new Hotpoint Natis washing machines, which are able to gently clean even the most delicate clothing.

Idea:

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.

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Results:

  • 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

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