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Henkel – Neomat Νο Sort

Bringing in a Laundry Revolution

An aluminum & plexiglass installation was set up inside a shopping mall. Inside it hosted a robotic claw and motion sensors. Users connected with the robotic mechanism via a Facebook app and were able to monitor the installation through live streaming technology.

Neomat had some pretty big news to share in 2014: the arrival of Neomat No Sort, the first detergent in history to fulfill the promise of a laundry of colored and white clothes, mixed together without the fear of color bleeding. The problem was how to convince skeptical consumers on the new product’s effectiveness. It sounds too good to be true, right?

Cambo was tasked with passing the message to the brands’ Facebook fans. For this to happen we needed a) an idea that would turn heads b) to provide a connection between the physical (the product) and the digital (Facebook fans). Enter the Neomat No Sort digital campaign. An aluminum & plexiglass installation was set up inside a shopping mall. Inside it hosted a robotic claw and motion sensors. Users connected with the robotic mechanism via a Facebook app 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 and white t-shirts that resembled the popular “Claw Crane” arcade game.

At the last day of the campaign, a huge laundry with all the t-shirts was set up, celebrating the official arrival of a Laundry Revolution. The response from the audience was extraordinary: More than 55k game sessions from 10k unique users, and more than 1 million views for the campaign throughout social media channels.

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Unique users

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