Ajax: MIME

Credits & Description:

Category: Best Use of Live Events and/or Stunts

Advertiser: COLGATE-PALMOLIVE COMPANY

Product/Service: AJAX

Agency: Y&R PARIS

Creative Director: Carmine Coppola (Y&R Paris)

Copy Writer: Laurent Vergnaud (Y&R Paris)

Art Director: Christophe Frances (Y&R Paris)

Director: Francois Bezaud

Producer: Claudie Baillon (Y&R Paris)

Account Supervisor: Luis Garcia (Y&R Paris)

Account Supervisor: Veronique Lala (Y&R Paris)

Advertiser Supervisor: Jean-Bernard Vidaillet (Colgate)

Advertiser Supervisor: Stephane Cristoloveanu (Colgate)

Media placement: STREET EVENT - PARIS STREET - 9 MARCH 2012



Summary of the Campaign

- The launch of the new Ajax Glass window cleaner

- A breakthrough product in streak free performance

- A highly competitive category with broad brand franchises



The Situation

Get product news to stand out from competition and existing Ajax products.



The Strategy

Deliver the 'windows so clean they’re invisible' message through integrated campaign.



Execution

We created a stunt with a mime cleaning invisible windows in high traffic areas of Paris, near shops, to generate buzz and attract interest.



Documented Results

- Sales results not available yet as product is launching May 2012

- This pre-launch activity in public areas generated buzz and engagement ahead of full media support