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Digital Marketing Authors: Rostyslav Demush, Mehdi Daoudi, Mat Rider, Yeshim Deniz, Ben Bradley

Related Topics: Marketing and Sales, Digital Marketing

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A New Era in "Digital" Laundry

ATHENS, Greece, June 16, 2015 /PRNewswire/ --

A new laundry era rises.

For the first time in history, colored and white clothes meet in the same wash and stay intact, thanks to a single detergent! This is the extraordinary innovation of Neomat No Short.

     (Video: https://youtu.be/_EBVM6VR3Wo )

     (Photo: http://photos.prnewswire.com/prnh/20150615/223169 )

     (Photo: http://photos.prnewswire.com/prnh/20150615/223170 )

The problem was how to convince the skeptical consumers that the product actually works and using it, the laundry won't end up as a happy rainbow!

The idea was simple: let consumers put themselves the most colorful laundry ever.

On the contrary, transforming the idea into reality was the opposite of simple!

An aluminum & plexiglass installation, hosting a robotic claw and motion sensors, was set up in a shopping mall. Users were "connected" with the robotic mechanism via Social Media and in particular the Facebook app in the Neomat's Facebook page and were able to monitor the installation through live streaming technology. They were beckoned to take turns and control the claw remotely to participate in the making of huge physical

laundry of colored t-shirts. The process imitated that of a traditional "Claw Crane" arcade game.

The last day of the campaign, all the T-Shirts were washed in an amazing event!

The audience displayed great response and enthusiasm to the witty gameplay with more than 55,000 sessions, from 10,000 unique users and more than 1,000,000 views in all social media, transforming the campaign into a unique digital marketing case study linked with the physical world.

We couldn't have picked a better name for the campaign… "Laundry Revolution"!

The YouTube Laundry Revolution Case Study Video:

https://youtu.be/_EBVM6VR3Wo


Contact:

Sylvana Gerondi, sylvana@camboindustries.com

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