Background: Kärcher had a problem. As the world’s #1 pressure washing company, few in North America knew them and their products weren't available through the standard retail channels. They needed brand awareness but didn't have the big budgets usually required for such an awareness campaign.

 

Creative Solution: With the goal of getting Kärcher's name out in a way that would garner earned media, we decided the company would help clean up one city at a time with a campaign that was driven by PR, social media and power washing super heroes. 

 

We started with the idea of "clean me" or "wash me" signs people write on dirty objects and built on that. "Clean Me" became "Kärcher Me".  Kärcher Me went on things and places in cities that needed a good cleaning.

 

These tags directed people to the Kärcher Me Facebook page where people could nominate other places in their cities they wanted Kärcher to clean. Then we created a team of Kärcher heroes who attacked these sites and turned them spotless.

Our efforts paid off by landing Kärcher in several big box stores across North America, greater brand awareness and consumer engagement in the US & Canada. 

Given to passersby – front
Given to passersby – front
Given to passersby – back
Given to passersby – back
Graffiti at bus stop - before
Graffiti at bus stop - before
Kärcher clean team attacks
Kärcher clean team attacks
Before
Before
After the clean team arrives
After the clean team arrives
After
After
Kärcher cars
Kärcher cars

We rented cars for the week, muddied them up and drove them in high traffic areas

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Before
After
After
Before
Before
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After
Before Kärcher
Before Kärcher
After
After
Before
Before
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After
Detroiters wanting a car wash
Detroiters wanting a car wash

We found this parked after our 3rd day in Detroit and the Kärcher Clean Team had received some recognition.

Teaming up with locals
Teaming up with locals

Kärcher and the clean team paired up with the Motor City Blight Busters for a day of cleaning up Redford.

Signage during cleaning
Signage during cleaning
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Before
After
After
People entered to win products
People entered to win products
Tickets to win
Tickets to win

After registering at Kärcher.com, people were given tickets for giveaway products.

Before
Before
After
After