Mohawk Industries: MOHAWK ZOO CHALLENGE

Credits & Description:

Category: Best Integrated Campaign Led by Promotion and Activation

Advertiser: MOHAWK FLOORING

Product/Service: CARPET

Agency: INTERMARK GROUP

Date of First Appearance: Oct 7 2010

Entrant Company: INTERMARK GROUP, Birmingham, USA

Entry URL: http://www.smartstrandchallenge.com

Chief Digital Officer: Jake McKenzie (Intermark Group)

Chief Creative Officer: Keith Otter (Intermark Group)

Chief Innovation Officer: Larry Tolpin (Intermark Group)

President of Public Relations: Becci Hart (Intermark Group)

Illustrator: Rob Hardison (Intermark Group)

Art Director: Jeff Parson (Intermark Group)

Art Director: Noah Williams (Intermark Group)

Copywriter: Chris Mann (Intermark Group)

Executive Producer: Brent Davis (Intermark Group)

Account Executive: Keelie Segars (Intermark Group)

Director Of User Experience: Scott Daniels (Intermark Group)

Interactive Creative Director: Jason Edwards (Intermark Group)

Interactive Art Director: Natalia Reshetnikova (Intermark Group)

Interactive Userface Designer: Brad King (Intermark Group)

Assistant Account Executive: Ashlan Yeilding (Intermark Group)

Production Manager: Kristi Walker (Vazda Studios)

Director of Photography: Ned Boggan (Vazda Studios)

Editor/Effects Artist: Tim Kimberling (Vazda Studios)

Motion Graphics Designer/Animator: Brian Ratigan (Vazda Studios)

Motion Graphics Designer/Animator: Robert Burroughs (Vazda Studios)

Media placement: Website - Internet - 28/09/2010

Media placement: Satellite Media Tour - TV - Across USA - 07/10/2010

Media placement: Posters - Outdoor - Dallas Zoo - 07/10/2010

Media placement: Innovative Media - Outdoor - Dallas Zoo - 07/10/2010

Media placement: Facebook - Internet - 07/10/2010

Media placement: Twitter - Outdoor - Dallas Zoo - 07/10/2010

Media placement: YouTube Channel Videos - Outdoor - Dallas Zoo - 07/10/2010

Media placement: QR Codes/YouTube Videos - Retailers - 02/11/2010

Media placement: Point Of Sale - Retailers - 02/11/2010



Describe the objective of the promotion.

Execute a national promotion and integrated campaign on a very limited budget promoting the durability and stain-resistance of Mohawk Flooring's revolutionary new SmartStand carpet.



Describe how the promotion developed from concept to implementation.

Research showed that moms felt that if a carpet could survive their pet's mess, it could survive their family's mess. From this valuable insight, we decided to create the ultimate animal mess demonstration and promotion, by carpeting the enclosures of some of the world's biggest and messiest animals at the Dallas Zoo with SmartStrand Carpet.



For three weeks six elephants, three camels and a black rhino lived on SmartStrand Carpet. It was not a pretty picture.



Explain why the method of promotion was most relevant to the product or service.

Have you ever seen an elephant or rhino or camel use the rest room? Enough said.



We gave retailers and their consumers a show and tell story that provided real proof that this new carpet could survive the worst their family can throw at it.



The six elephants, three camels and a black rhino provided content through PR, social media, and digital platforms, including a 'Zoo Challenge' website with 24/7 live action via 12 webcams, YouTube video updates, constant animal Tweets, Facebook news feeds, and QR codes linked to the videos.



Describe the success of the promotion with both client and consumer including some quantifiable results.

The campaign reached an audience of over 160 million, with an estimated media value of $20 million. The whole campaign cost $330,000. The cleaned zoo carpet along with the show and tell video were featured at 5,748 dealerships and at trade shows across the USA. Most importantly of all, Mohawk sold over 50 million yards of new SmartStrand Carpet, leading to a six-month backlog of orders.