Swiffer

Starcom MediaVest Group went to Procter & Gamble with a growth opportunity based on the burgeoning Canadian condo market. The first-time homeowners and older retired and nearly-retired downsizers driving the condo boom were a new, needs-based segment requiring compact, easy-to-use household equipment. Swiffer was just the brand to fit their new lifestyle.

Starcom worked closely with media partners to create customized creative for the "small space" message and get consumers interested in a low-interest category. The agency set out to reach them with media placements throughout their day. Knowing that many condo-dwellers take public transit to work, Swiffer dominated subway cars with door cards and frames. In a first for commuter newspaper Metro, Swiffer created its own space on the front page by wiping or "Swiffering" editorial content off the page onto the back page ad and through the pages of the newspaper.

In a Canadian magazine industry first, SMG convinced Canadian House & Home to modify an editorial page to include ad content. In the March issue, readers were presented with muddy footprints on the floor in an editorial spread. When they turned the page they saw that same editorial image, but with the muddy foot prints Swiffered out.

Finally, SMG welcomed them home in the evening with a complimentary Swiffer-sponsored newspaper subscription and coupon delivered to their doorstep.

Consumers took notice, with a 15% increase in purchase intent. For the Canadian House & Home magazine integration, overall brand awareness reached 64%.