Just like playing a video game, Facebook users are able to shoot at stains using the Formula 409 trigger-spray cleaner as their gun. Stains will increasingly appear on different virtual surfaces such as glass, a kitchen countertop and a refrigerator; the shooter has to spray as many stains as he or she can (by right clicking on the mouse) to improve his or her score and increase the likelihood of winning one of four $409 prizes.
This interactive application for Facebook, created by Arteaga & Arteaga’s digital division Chat, basically consists of a multilevel shooting-game competition that invites consumers to battle kitchen grease for a chance to win one of four cash prizes.
In reality, removing stains has never been a fun task, but the message Chat intends to communicate in this interactive campaign is that with this heavy-duty cleaner, removing tough grease and grime at home could be as fun and easy as playing a game.
The campaign, targeted to men and women over age 25, also maximizes Facebook’s viral capabilities by sharing users’ game scores with their social friends and inviting them to compete.
The digital campaign’s main objective is to achieve growth in brand awareness and purchase intent and a high level of consumer engagement with the brand measured in time.
- Client: Clorox Commercial Co.
- Agency: Chat (Arteaga & Arteaga)
- Concept: Grease surrenders to Formula 409
- Creative director: Ramón Reyes
- Copywriter: Gabriela Bonilla
- Art director: Gabriel Maldonado
- Programmer: Ruperto López
- Director: Rafael Arteaga
