Persil solved the dirty laundry problem and turned it into fun at Electric Castle! Free laundromat and foam-filled Wash Club brought 18,000 festival-goers both cleanliness and entertainment for 5 days
The primary objective was to position the brand as an essential partner in the daily lives of consumers, even in a festival setting. By offering free laundry services, we aimed to create a strong emotional connection with a young, active audience who values both functionality and entertainment. We wanted participants to associate Persil not only with deep cleaning but also with fun and memorable experiences.
After the event, we aimed for attendees to view Persil as an innovative and relevant brand that understands their needs. We hoped they would share their positive experiences on social media, encouraging word-of-mouth promotion. Participants learned about Persil’s cleaning effectiveness while enjoying an engaging environment, fostering a shift in brand perception from just a detergent to a facilitator of joy. This change in attitude was crucial in building brand loyalty and increasing awareness among a diverse audience.
It rains every year, and 2024 was no exception. The creative idea revolved around the theme “Deep Clean. Deep Fun,” which is closely tied to the product’s new functional promise “deep clean”. This innovative approach seamlessly integrated laundry services with festival entertainment, transforming the mundane task of washing clothes into an exciting experience. The operational laundromat, strategically placed in the camping area, surprised attendees and addressed their practical needs amid the festival’s rain and mud, highlighting the constant need for clean clothes in limited tent spaces.
Technological innovations enhanced the event experience through interactive elements in the Persil Wash Club. The foam parties created an engaging environment, while visual installations like oversized detergent props and a giant washing machine entrance drew festival-goers in. This blend of functionality and entertainment reinforced Persil’s commitment to understanding and meeting consumer needs.
