Background: As the world’s #1 seller of pressure washers, few in North America knew the name and its products weren't available through the standard retail channels. Kärcher needed brand awareness but without large budgets, we set out to create an initiative worthy of earned media.
Creative Solution: To reinforce the brand's tagline, "Kärcher makes a difference" we had to think bigger than decks and driveways. With the help of some power-washing super heroes and a good social media strategy, Kärcher committed to cleaning up one city at a time from coast to coast.
Locales put Kärcher Me clings on things and places in need of a good scrub-down in their communities. People could also nominate areas for Kärcher to clean via various social media channels.
Teams of Kärcher heroes stormed many of the nominated sites and to the surprise and delight of city residents, removed vast amounts of grit, grime and graffiti from well-loved public areas.
Results: Not only did teams make local news headlines but efforts paid off by landing Kärcher in several big box stores across North America, with greater brand awareness and consumer engagement in the US & Canada.
We rented cars for the week, muddied them up and drove them in high traffic areas
We found this parked after our 3rd day in Detroit and the Kärcher Clean Team had received some recognition.
Kärcher and the clean team paired up with the Motor City Blight Busters for a day of cleaning up Redford.
After registering at Kärcher.com, people were given tickets for giveaway products.