Objectives

• To bring the Flash Easy Cleaning Revolution to life online.
• To help educate women about these revolutionary products and demonstrate how they could make cleaning quicker and easier.
• To convey the fun and innovative Flash personality.

Strategy

• To target savvy mums who want to keep their homes clean as effortlessly as possible without taking shortcuts.
• To communicate with the target audience via the internet identified as one of their regular leisure time activities.
• To make best use of the online medium with a product demonstration that not only educates consumers but also actively involves them in a fun and engaging 'virtual trial'.
• To raise awareness of the site with an e-mail campaign and incentivise traffic by rewarding participation.

Summary

Target consumers, identified as visitors to P&G's fabric and homecare portal, were sent a motivating e-mail introducing them to the promotional site.

On visiting the site, they met Flash Hunk, a Cheeky Chippendale cleaning bloke dressed only in an apron and boxer shorts. He demonstrated how easily the products could be used - even by a man!

Consumers were given control over this cheeky home help and could choose their demonstration by typing in what they wanted to see cleaned e.g. 'Hob', 'Floor' and then sit back and take pleasure in watching Flash Hunk clean it.

Each requested task showed Flash Hunk using one of the products from the Easy Cleaning Revolution. Medals were awarded to consumers for each product used and when they had 4 medals they could register for entry into a prize draw to win £10,000.

They could also be awarded Costa coffee vouchers for themselves and a friend to enjoy.

During July the first 500 visitors who registered received a free Flash Dustmaster Extend and Reach.

Elements

• Design and artwork.
• Video production of product demonstrations.
• Website development.
• Hosting and tracking.
• Agreement with Costa Coffee.
• Database.
• Introductory e-mails.
• Response management.
• Prize draw.
• Coffee vouchers.
• Free Dustmasters.
• Distribution of prizes.

Techniques

• Prize Promotion

Mechanics

1. FREE DRAW

• Visitors to the Flash Hunk site were able to watch the cheeky home help demonstrate how easily the products could be used.
• They could also control him by typing in what they wanted to see cleaned, e.g. hob, floor.
• Each time they requested an activity that used a new product they were awarded a medal.
• A prize draw was held every Friday for the 20 week promotional period.
• The first 250 participants, randomly selected by an independent person each received £2 worth of leisure vouchers to be used at Costa Coffee.
• All registrations received in July 2005 were entered into an additional prize draw.
• The first 500, randomly selected by an independent person, were awarded a Flash Dustmaster Extend and Reach worth £4.48.
• The Grand Prize Draw held on October 10 included all registrations received during the promotional period.
• The first entry, randomly selected by an independent person, received £10,000.
• A list of winners was available on the website.
• Winners were notified within 7 working days of each draw and prizes dispatched within 28 days.

Materials 

• 500 Flash Dustmaster Extend and Reach products.
• £2 Leisure Vouchers

Results

• Specific results are withheld at the request of the promoter
• The campaign allowed consumers to interact with the products in a fun way whilst still driving the product benefits.
• In the words of one consumer "…it has to be the best thing on the internet - ever!

Awards

• ISP Gold Award winner 2006 - Digital Communications
• ISP Service Partner Recognition Award 2006 - FLAWLESS