1OO% and the Scary Washing Machine

1. Context

2. Assessing the opportunity

3. What we achieved

4. What we learned

Context

Over 70 stores

Our customer

IndependentRetailers

Opportunity

• Buy the Scary Washing Machine

• Leverage the purchase into brand value

But

• Cost was unknown

• Time was short

• Success not assured

Assessment Conclusions

Scale of interestVery relevant productSymbolic modelOwnership of the machine was possibleCulture fitPotential PR

The Auction Approaches

• Sketch plan – as if it was going to work

• ‘Firm’ budget for the purchase

• Secrecy

• And a little bit of excitement…

What we achieved

• Improved brand awareness

• Some good PR

• An opportunity for a conversation

• Improved our ranking on Google

What did we learn?

• Potential value of social media

• Potential value and risks of PR

• Constant attention required

• The right spirit is important

Thank you