Entry Description: 'all' small and mighty 3x concentrated laundry detergent is a new compact, yet powerful detergent from 'all'. It comes in a small, sleek 10 tall bottle and does 32 loads of laundry, the same as a 100 oz bottle of detergent. The objective of this advertising was to increase sales and awareness of all small & mighty detergent; and create event or high profile creative units that surprise and lead to more meaningful engagement. Two buses, covered in actual clothing, drove a targeted route around highly populated areas of New York City. Each bus drove 8 hours a day for 12 continuous days. 8 total Brand Ambassadors (4 on each bus) educated consumers on the benefits of all small & mighty detergent by handing out brochures containing high-value coupons. The Brand Ambassadors assisted consumers in using their cell phones so they could enter the "Spot the Bus" Sweepstakes. The Sweepstakes amplified the message to achieve higher reach. 74,081 coupons were given away. Over 4.4 million impressions were generated. A total of 2,456 Sweepstakes entries were generated. Consumers entered the contest via text (1888 entries) and email (568 entries). The number of entries rose significantly each day as the buzz continued to grow, beginning with 56 people the first day, reaching 450 people in one day toward the end of the second week. There were 5,190 new visitors to the all website during the 12 day promotion. all added a surprising visual to the Big Apple landscape with its all small & mighty Clothes Bus. The bus was covered in actual shirts, shorts, socks and more to demonstrate literally how all small & mighty 3x concentrated laundry detergent can clean a lot of clothes. Various blogs and social networks buzzed about the promotions creativity and appeal, including CityRag, Gothamist, AdRants, Celebrity Feed Network, Jossip and Coolz0r Marketing Thoughts. As stated by all Director of Marketing Heleyna Minsk in a Brandweek interview, It exceeded my expectations. Everyone that we have run into has told us that they saw the bus We got a lot of press and have been on hot lists all over the city. 
Agency: FreeCar Media/BBH
Title of Work: 'all' small & mighty Clothes Bus
Advertiser: Unilever
Brand: 'all' small & mighty laundry detergent
Text Copy: Side: HOW MUCH CAN ONE SMALL BOTTLE CLEAN? Rear: 3x concentrated laundry detergent If you see me, text 96787 For details see official rules at www.spotthebus.com