A SMOOTH JOB
COMMUNICATION OBJECTIVE:
To demonstrate the amazing ability of Philips Irons at ironing out creases.
ARRIVING AT THE SOLUTION:
Indian roads are notorious for pot-holes and unexpected bumps. And road-rollers working to smoothen the rough, bumpy roads are a common sight. Much like the effect of a good ironing on a creased piece of clothing.
At places where constructions of roads were in progress, we took the road-roller employed
for that job and decked it up to look like a giant Philips Iron. People watching the roller in action, actually saw a huge iron rolling and leaving behind a trail of smooth, paved road, like a good ironing would on clothes.
RESULTS:
A road-roller, usually an ungainly sight, attracted much attention in the role of a household iron.
The sales shot up from 8% to 20% in one single month.
That’s one heavy-duty job done.
