3M is a manufacturing company which is known for creating Post it notes and a wide range of products including abrasives, adhesives. Up to date 3M has created up to 55,000 different products. The company serves a multitude of consumer and industrial markets and has become a market leader in many of these markets.

3M had plans to penetrate the Singapore household market with a unique product, the Scotch-Brite™ Disposable Toilet Scrubber which is specially designed with the bathroom in mind. As the name suggests it is a toilet scrubber and it is disposable.

 

Prior to the launch to better understand the potential consumers of the product we held several focus group sessions with people who used household cleaning products (which was pretty much almost everybody) and found that with Singapore becoming an affluent society and the ever increasing workload of working adults, convenience has become the key motivator in purchase of household cleaning products. This is especially so amongst the younger females which is a contrast from the tradtional asian trait of being thrifty.

After several brainstorming internally and with the product managers of the product we narrowed the target market to young working adults or specifically young female working executives. We identified that Shenton Way had the highest concentration of our target market therefore we decided to focus our marketing efforts in that area.

 

 

 

 

We believe that knowing about a product is the first step to a purchase. The introduction of the product is key to a potential consumer trying a product. Many a time a product launches creates awareness of a product but does not encourage trial, convincing customers the price and the functionality of the product is justified could be a real difficult issue if they didn’t even try the product.

As we identified the majority of the target market can be found at Shenton way we naturally decided to launch the product there. Leading to the launch to create awareness and encourage people to come down to the launch we decided to pique their interest by placing a toilet bowl in the middle of Shenton way.

Yes a toilet bowl, to create awareness of the launch we got people to dress up in surgical gowns (because cleaning toilets can be a health hazard in some places...) to give out flyers around the toilet bowl. The idea was faced with resistance from the space providers as it was never done before and felt the idea of a toilet bowl in the middle of Shenton way might be too irrevarant. However we strongly believe that the toilet bowl would be a great crowd magnet and would contribute to the success of the launch. After much convincing and stubborness on our side it paid off and they allowed us to place the toilet bowl in the middle of Shenton way.

On the day of the launch a roadshow was held beside the toilet bowl, which was very well received by the people working in the area. Games and demonstrations were held to further encourage foot fall to the roadshow.

We even made sure the POSM for the toilet scrub was unique.

 

 

Being able to think out of the box, maximising our creativity has made a significant impact towards getting the message passed on effectively to the target audience. This also ensures that a campaign is executed efficiently with minimal cost incurred. At Dream Solutions we believe in pushing for ideas and creativity.

At Dream Solutions we believe that creativity has no boundaries, we believe in providing a creative and unique marketing campaign to allow companies to create an impact and leave a lasting impression.

No Dream is too big with Dream Solutions.