2015 started with a surprise for a few people in Dubai. Following an insight that every New Year’s party ends up in a lot of mess, Scotch-Brite came up with a unique idea. Since Scotch-Brite and household cleaning go hand in hand and for more than 50 years Scotch-Brite is a trusted Household name this campaign helped to reinforce the trust that Scotch-Brite stands for Sparkling Homes. It all began with ‘Why not give people a free clean-up?’Creatively transforming into ‘#ScotchBriteMyParty’, they started inviting entries through various social mediums, finalizing on five of the messiest entries. The first clean-up happened at The BurjKhalifa. Mrs. Patil, who resides on the 93rd floor of the iconic building, had a lot of after-party mess to clean.
Noticing the radio spots and the Facebook posts by Scotch-Brite over the week before New Year’s evening, she decided to try it out. She clicked a photo of her house, and uploaded it on the website. On the 1st of January, at around 1PM, she got a call that she was selected for a free clean-up from Scotch-Brite. A cleaning crew of three landed at her apartment in a little less than half an hour’s time.
By 2PM, Mrs. Patil had her house sparkling clean, just as promised by Scotch-Brite. But this was just the beginning. By 3PM, Scotch-Brite was flooded with entries of messy houses and after-party remnants. The jury selected two more residences. One at Jumeirah Village Circle and the other at Al Barsha.
Scotch-Brite’s, Division Manager – Home Care, CHIM, Arabian Gulf, Sweth Kumar R said in an official statement that this was the best way to start someone’s New Year and that they were proud of #ScotchBriteMyParty as a campaign. The theme for Scotch-Brite in the Gulf region is My Home. My Scotch-Brite and this campaign not only brought out this theme alive but also delightfully surprised their consumers. The happy smiling faces of their consumers says it all. So how does Scotch-Brite as a brand known to millions see their 2015? ‘Oh this was just the beginning’ came the reply from Chakravarti Seshagiri – Marketing Specialist, Home Care and CHIM hinting at many more such ideas this New Year.