I always love a good demonstration of a product's benefits. At Digitas we call it marketing as a service, and here Purell is trying to make it crystal clear why you should be using their product. I think the visuals pretty much speak for themselves - they're executions inside restrooms. Click to enjoy at a larger size.
It's hard to use research "factoids" in creative in a way that doesn't seem nerdy and preachy, but here it makes sense. The small yellow box says "Caution - 92% of guys said they washed, 34% were lying."
The campaign's website extends the idea with "secret" footage of handwashing scofflaws. Oh and lest you think Purell is man-bashing, the TV commercials also feature women. They even provide a section on how best to wash your hands.
The metaphor continues into a section with interesting factoids, cleverly called "communicable links."
Interestingly, no viral component that I can find. A missed opportunity to extend the campaign using the metaphor of germs? It would be pretty funny to send someone a virtual bathroom doorknob, I think (yes it would have to be the right person....)
So, I like this, it's pretty funny, but as I look at it I can't keep from wondering if there wouldn't be a more powerful creative approach - maybe a more powerful way to demonstrate the key insight (that many people say they wash but don't, therefore you need Purell to protect yourself from these people). I do like the in-restroom executions and think they work, but I think the TV could be more effective, perhaps by having Doctors "bust" people who haven't washed, handcuff them, then do a mug shot? Emphasizing the "rule breaker" thing more obviously.
I also think in the restroom would be a super place to sample trial-sized packets of Purell for folks to use after they leave the restroom and expose themselves to only God knows what on the doorknob. Nothing like true sampling to really demonstrate the product's value.
What do you guys think?
Instant reaction: Hah! Um, gross. Ooooh. Hah!
I like the campaign, I am a germaphobe - LukeMV, your technique is correct. >>Use that same paper towel to shut off the water if the sink does not have auto off/on.
People need to be reminded that it is so simple to prevent most colds and a whole lot of Norovirus just by washing your hands. Purell in pinch.
Posted by: Lori Magno | March 05, 2007 at 03:01 PM
I agree. But why should someone choose Purell over my technique ( 1) wash hands. 2) grab extra paper towel. 3) use paper towel as buffer between hands and door handle. 4) escape and throw away paper towel)? I certainly do like the execution, though, as it does put the awareness in your face (hands?).
Posted by: lukeMV | March 05, 2007 at 08:51 AM
Purell (at least, I _think_ it was Purell) took this approach in NYC subway cars about 7 or 8 years ago. Not graphic, but they pointed out how many people had been touching the straps, and invoked the common "rolling petri dish" meme.
The reaction was universally negative, and the ads were pulled early. Folks did *not* like being reminded of it.
I'd be curious to know what the net reaction will be here, especially with the forced, er... crank-grasping.
Posted by: John Young | March 04, 2007 at 05:47 PM