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Persil splatters consumers with virtual food stains

Wednesday February 19, 2014 at 2:20pm
Persil has launched an interactive campaign at shopping mall thecentre:mk in Milton Keynes which allows consumers to have fun with the brand and create personalised silhouettes against a background of everyday food stains. The bespoke digital activation allows families to virtually splat a huge digital canvas with a range of brightly coloured foods and liquids before revealing the participants’ own pristine silhouettes from the mess. Devised by DLKW Lowe, produced by Grand Visual and booked by Mindshare and Kinetic, the campaign asks the public “are you ready to take on whatever life throws?” The user is then asked to strike a pose before their image is pelted with a virtual onslaught of everyday stubborn food groups including grapefruit, Ragu and black tea. The image gradually transforms before them to reveal their silhouette – stain free and pristine white against a background of multi-coloured food stains. The campaign is designed to highlight the new formulation of Persil Small & Mighty which provides better stain removal guaranteed, even in a quick wash. Participants at thecentre:mk can add even more splatters to the display by touching the screen to spread green curry, chocolate ice-cream or blue poster paint and can also view their brightly splattered creations in an online gallery at www.facebook.com/PERSILUK where they can tag and share pictures with friends and family online. The campaign continues the theme of Persil’s TV campaign “For Whatever Life Throws”, featuring a young girl’s dress getting covered in many everyday stains. Adam Shoemark, account director at Kinetic Fuel, says: “This playful and innovative approach of combining interactive digital out of home with experiential activity & social amplification is a fantastic way of engaging consumers of all ages – both in the mall environment and online.” Dan Dawson, creative technology director at Grand Visual, adds: “What better way to demonstrate Persil’s Small & Mighty cleaning power than through an engaging and participatory experience that eradicates virtual food splatters in an instant. This interactive Out of Home campaign is fun to play and is plugged into Persil’s all important social channels which help to extend the activity online.”
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