Test Detergent Creative Activation

Pars Hayat (Test) company believes; if an Iranian family tries one of their products, they will definitely come back for more. Since they believe they are the most professional leaders among competitors.

Here comes Pars Hayat (Test) asking for creative ideation about sampling so that the purpose of Iranian families’ acquaintance with the products-a product for each Iranian family- is accomplished. That’s why this widespread campaign was implemented all over Iran by the DMN experience agency.

This is where the creative part happens. First of all, to display the magnetic power of the Test, we created a super-sized magnet with a tablet inside, for the player to hold and kick off the game. Secondly, to showcase the selection of products, we created structures like a piece of clothing and a plate on the ground. When the magnet was held toward the structures the QR code was read and stains would start to appear on the structures making them look like dirty clothes and dishes. Now it’s the player’s turn to hold the magnet towards the structures and attract as much dirt as possible for a new record of the game; quite an experience besides getting a sample to make TEST difficult to forget.

Although a part of the ideation was not implemented due to the pandemic, we creatively managed to convey what the brand wanted to position in audiences’ minds, while distributing many small-packed products such as laundry detergents and dish detergents produced by the company.