We’re off to a provocative new year here in cold but mainly sunny Cambridge, Mass.
LocaModa’s latest campaign is for Clorox, with great creative designed by TribalDDB. It runs on two huge Clear Channel/Spectacolor digital billboards in Las Vegas: Miracle Mile and Fashion Show.
The campaign is a social/DOOH 360 degree (two way) program that tempts users to “Fill in the blank and submit your Bleachable Moment here”. To keep it more interesting over the 45 days that the campaign is running, there are three variants of the creative below.
A link to the online campaign is here and a link to some galleries is here.
All entries are (of course) moderated and accepted entries get displayed in spots that run 15 minutes out of every hour 24/7. An email is sent to users with a link to a memento of approved “Bleachable Moments”.
Obviously, pretty much anything entered can sound quite raunchy, even if it isn’t - a great concept for Clorox which then bleaches the offending submission in the DOOH animation.
I used to joke that social platforms might not work for utilitarian brands such as insurance or bleach. Well, I was wrong (not for the first time) - the creative wins the day.
And thanks to JP at the DailyDOOH for posting about this today.
