THE CLOROX CO.
Sr. Group Mgr.
DDB SAN FRANCISCO
Chief Strategic Officer-Mngng. Part.
J. T. Mapel
Sr. VP-Group Bus. Dir.
Sr. VP-Group Creative Dir.
Sr. VP-Group Strategy Dir.
THE REVERSE GRAFFITI PROJECT
How do you tune in the tuned out? And turn them into an advocate
for a cleaning brand? You reinvent the traditional demo by creating
environmentally responsible art. By using Green Works from Clorox to
help clean the environment, the target audience’s perception that
all cleaning products are damaging to the environment was
reversed. In so doing, the campaign proved that this natural product
works better than any other and gave consumers the ammunition to
tell Green Works’ story.
PLAN B NOT REQUIRED
Cars.com doesn’t sell cars. A large portion of its revenue comes
from dealers. Yet, the young car – buying target audience
perceives negotiating with dealers to be a painful process.
Cars.com needed to not play into the negative dealer stereotype
and to convince this group that car shopping could be a positive
experience. The strategy: Fuel up on information so you don’t
have to resort to “Plan B.” The spirit of the Super Bowl game was
leveraged to demonstrate why you don’t need a defensive
strategy when buying a car.