Fresh new campaign
Vax has been one of the UK’s favourite vacuum cleaning brands for over 40 years. The company was started with a carpet washer, and in 2018, they launched their new Platinum model.
People think carpet cleaners are bulky items you use once a year to make your floors look cleaner. We had to change this perception and tell people they do a much more important task.
Our audience is familiar with bacterial removal from their homes – clothes, worktops, bathrooms. But they’re much less aware of the nasties lurking in their carpets. Following research, we discovered that if people knew about the bacteria, allergens and fungi down there, they’d really want to know how to get rid of it.
Our 90” DRTV ad highlighted the lengths people go to in keeping their homes free of bacteria. Then using a distinctive split screen format and macro photography/animation, we left viewers in no doubt they should be doing the same to combat the nasties hiding in their shag pile. A detailed product demo then showed them the best way to terminate them – a Vax Platinum, of course.
The campaign was so successful, Vax had to pull their TV media half-way through its first burst as supply of the new Platinum model had run out.
Pretty sparkling results.