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January 22

The Show 2019. about to get real.

featuring medal winners of Ad Fed MN’s The Show. Get your shit together & join the crṻe on March 8.

Get loud for ICF Next, a full-service creative agency that believes the key to success is simple: Think Like People®.
Their set list: Advertising, Loyalty & CRM, Analytics, Connections Planning, Brand Anthropology, Mobile Marketing, Strategy, Social Media Engagement, Brand Design & Identity, User Experience Design, Consumer Activation & Engagement, Corporate Affairs, and Digital MarketingICF Olson
The Campaign’s Creds
Best Of Experiential, OOH Installation – Gold, Event – Gold, Social Media, Single Execution – Gold
ON LEAD VOCALS
Jen Barton, Account ManagerICF Olson
The client BISSELL®
Situation

Carpets should be deep cleaned 2-3 times per year, and even more often in homes with pets. People are lugging Rug Doctors home in 24-hour rental periods, borrowing machines from their neighbors, or paying too much for a professional service. ICF Next needed to show pet parents that there is a better way, and buying the BISSELL® ProHeat 2X® Revolution® Pet Pro Carpet Cleaner is essential to maintaining the true clean they’re looking for.

Strategy

Appeal to obsessively clean pet parents who are pulled in two directions: they love to show off their homes by entertaining and feel happiest when it’s full of friends (especially the furry ones) but are haunted by the spill, messes and smells that come with it. For them, a puppy accident on the carpet means it’s time to bring out the big guns—and there’s no way they can live with anything but the best. They love having pets but don’t want their home to show the evidence. ICF Next showed them how owning a BISSELL® ProHeat 2X® Revolution® Pet Pro Carpet Cleaner could transform a pet house into a home that happens to have pets.

Creation

Confident in the abilities of the new BISSELL® ProHeat 2X® Revolution® Pet Pro Carpet Cleaner, ICF Olson took product demonstration to epic stunt proportions by building a one-of-a-kind dog park in New York City’s Washington Square Park, a hot spot for dogs and their doting owners. The BISSELL® Carpeted Dog Park featured pristine white carpet and white furniture, obstacle courses like a mud pit, and a bone-shaped doggie pool for the pooches to cool down in. The park opened in the morning welcoming hundreds of dogs throughout the day who playfully dirtied up the carpet, and unapologetically relieving themselves around the carpeted park.

The activation also included a ‘yappy’ hour for consumers and media, a meet ‘n greets with famed canine “celebripets,” product demonstrations, BISSELL-branded dog treats and toys and the presence of a local pet shelter that brought dogs looking for their forever homes. The playful pooches at the event made for adorable video content for digital distribution and BISSELL social channels.

Execution

ICF Next drove interest in advance via the BISSELL social channels, New York City-based influencers and earned media outreach. Throughout the day of the event, attending influencers and media posted about the event and BISSELL hosted several Facebook Live sessions and geo-targeted social content.

Measurement

This award-winning activation delivered big on all fronts—generating awareness, content, headlines and ultimately thousands of new brand fans. Program goals were exceeded, including generating:

  • 71 PR placements resulting in over 4 million impressions
  • 10 million social impressions including engagement with our custom Snapchat filter
  • More than a million video views of the content
ABOUT TO GET REAL
a content series featuring medal winners of Ad Fed MN’s The Show from Heibrid.

Get your shit together and join the crṻe on March 8 at Orchestra Hall. #metalNmedals