As snug as a whole host of bugs in a rug

DESCRIPTION

It’s quite hard to get excited about a vacuum cleaner. Unlike men with cars, the typical target consumer for vacuum cleaners - the housewife - is not wowed by technical specifications and suction power. They are, however, concerned about the cleanliness of their homes.





To promote Panasonic’s elaborately named Centrifugal Compression System in Indonesia, it created floor stickers with a powerful 3D visual effect showing a “carpet” that was home to a whole host of creepy crawlies sunk into the ground. These were placed in popular shopping malls and food courts. Through a trick of the eye, the floor sticker looked like a dusty sunken box filled with dust and mites. The accompanying message read: “It sees things your eyes can’t.”

The sticker provided a great photo opportunity which allowed the ambient campaign to spread virally. A record 1500 unites were sold between August and October.

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