Just saying your product is ‘incredible’ through standard advertising is no longer enough to convince people. Only non-advertising media could make our claim believable. So a PR-approach was needed for our almost too good to be true claim: the new Black + Decker SteaMitt & steam-mop steam-cleaners kill 99,9% of all bacteria.
The objective of the campaign was to launch the new Black + Decker Steam SteaMitt and Steam-mop steam-cleaners with women, between the ages of 25-49 years.
To prove that the new Black + Decker steam-cleaners kill 99,9% of all bacteria, we launched Floor 99.9, the first restaurant where you eat off the floor. The restaurant was set on the old marble floor of the Mercado Food hall in Antwerp, which gets thousands of visitors every week.
To get the necessary media attention we had to make sure all details of our event were interesting to the press. So we invited lifestyle journalists and bloggers by sending them an invitation printed on a floor tile.
The food was prepared by Belgian Lady chef of the Year, Anne-Sophie Breysem. And let’s be honest, who doesn’t want free food prepared by a top chef?
Between each course, the old marble floor was cleaned with the Steam-mop, giving everybody a live product demonstration. And to get honest and authentic reactions, journalists dined together with passers-by. We filmed the whole stunt during the event and sent it to all our press contacts. Making their job of reporting the event a lot easier.