Yesterday, Dash broke the world record with the longest white clothesline. Since last Wednesday, the 60.000 collected white clothings were hung on the lines. All clothing was carefully washed with DASH and then delivered to VZW Spullenhulp, a charity organization that collects clothing.
The action was a partnership between P&G and the main distributor in Belgium: Carrefour. The communication of the mechanism went via 2 Carrefour features (door-to-doors) in a unique way.
Result: national television (VRT). Unfortionally at the non-commercial station, so non-branded, meaning without mentioning the brand name. But, this action was another example of "truly branding", meaning it's so recognizable that even without the logo. For the Belgian consumer, it's obvious who organized the event.
1 comment:
They do mention the brand name on internet television (which is indeed a small medium, but still...) :
http://www.zoomin.tv/videoplayer/index.cfm?id=259995&mode=normal&quality=2&pid=demorgen
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