Liquid-Plumr's Hot Dirty Plumbers Come Knocking At Your Door
Brand's Contest Sends Beefcake to Your Home to Service Your Household NeedsBy: Ann-Christine Diaz, Published: Apr 10, 2013
The stars of DDB San Francisco's viral hit-which also earned Ad Age readers' pick as funniest viral video of the year, are now bringing their "skills" to your home, as part of a new "House Call" sweepstakes the brand will launch on Monday. Run out of L.A.-based Current, the contest starts on April 15 on the Liquid-Plumr Facebook page.
Weekly until May 20, the Clorox brand will award winners $1,000, along with a visit by two Liquid-Plumr hunks, who, it seems, will be there to just smolder, since the prize also includes four hours of various household fix-it services--from plumbing to furniture repair-- from a qualified professional. "Winners will enjoy the best of both worlds," said Jennifer McKnight, Clorox Marketing Manager for Drain & Toilet Businesses.
The prize offers a winner "help to stay on top of her project list and some fun and fantasy while she gets the job done." The integrated effort will feature a teaser video, digital and social components, as well as print and consumer promotions.
At the beginning of last year, Clorox introduced the beefy drain men via a highly suggestive TV spot [below] and online viral video out of DDB San Francisco and directed by (the aptly named) Clay Weiner of Biscuit promoting Liquid Plumr's new "Double Impact" product, which comes packaged with a handy drain snake. In it, a woman with pipe problems gets swept into a fantasy straight out of a Harlequin romance. In it, she's visited by not one, but two beefcake plumbers offering to help "snake her drain" and "flush her pipe."
According to Ms. McKnight, the brand at first didn't go full throttle promoting the full risque film. "We initially rolled out this campaign with a :30 second TV spot in February 2012," she said. "With an almost immediate increase in brand awareness and chatter around the spot, we saw the opportunity to tell a longer story and engage the consumer in the social arena." The brand subsequently released the full :60 online and "not only did it increase engagement on our social channels, but the 60-second ad on YouTube led to 1.5 million views, a 98% 'like' rate and also received a medal from YouTube for 'trending' bronze."
The success of the ad made it easy for the brand to "apply to same line of thinking to other marketing tactics like the launch of the 'Liquid-Plumr House Call Sweepstakes,'" she added. "Through this sweepstakes we are literally bringing our ad to life."
"When you work in the drain cleaning category, fun isn't what naturally comes to mind about your product, but the 'Double Plumbrs' opened the door to allow us to have some fun," said Ms. McKnight.