Best Electronics Online Video

To launch the new Black + Decker SteaMitt & Steamop steam-cleaners we had to prove that they kill 99.9% of all bacteria, making every floor so clean you could eat off it. But you would never actually do that, right? We launched Floor 99.9, the first restaurant where you can eat off the floor. To get the word out, we sent an invitation to customers and a select group of lifestyle journalists and bloggers... on a tile. The restaurant was set at the Mercado Foodhall Antwerp, which welcomes thousands of visitors every week, and the food was prepared by Belgian Ladychef of the Year Anne-Sophie Breysem. Between each course, the old marble floor was cleaned with the Steam-mop, giving everybody a live product demonstration. To get honest and authentic reactions, journalists dined together with passers-by. The campaign got covered in major lifestyle magazines and blogs, the online video was also picked up by the mainstream press. We got 24 million media impressions, a social reach of 1.2 million and an increase in engagement on social media of 50%.

Contributors:

Creative Director:	Pieter Staes, Manuel Ostyn
Creatives:	Jan Denys, Patrick Vermeylen
Design director:	Sebastien Greffe, Max Heibaut
Accounts:	Charlotte Van de Perre, Joke Tersago
Social Media:	Charlotte Van de Perre
Production:	Bruno Dejonghe
Event:	We make you happy
Film Production:	Static Films
Client Contact:	Birger De Geeter, Sam Michielsen

THESE DAYS

Location: Belgie