To demonstrate an under counter washing machine’s unique capabilities and capacity LG and Y&R decided to take advantage of the 2011 Rugby World Cup. LG’s 11kg steel washer was built in front of the player’s tunnels during the international sports event of Super Rugby.Players would run out onto the field clean, play the heavy dirt duty sport, go back into the washing machine tunnel during half time, talk strategy, change into clean kits, and when the second half resumed they came back out of the washing machine tunnel clean.
These are one of the advertising strategies that capitalized mostly by word of mouth, 240 000 fans at the stadium, millions of online hits, 850 000 read it in the press, 37 million people watched it on television, reaching 121 countries around the globe, making the campaign a huge success, and receiving a gold at the 2011 Loerie Awards.
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Y&R South Africa is a community of creative minds who come to work to constantly challenge and reinvent; to find better and more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. In a phrase, we come to work to help our clients’ brands Resist the Usual. To be clear, this is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of all successful brand building. Our community use the power of insights, ideas and impact to deliver work that is impossible to ignore.This is what binds us together. This is what fires us up in the morning. This is who we are.