WD-40 and The Outdoors Challenge
The Brief
WD-40 wanted to communicate to show visitors, particularly it's younger audience, the multitude of uses of their product for maintaining outdoors gear and equipment, plus showcase their new "smart straw" design.
The Solution - The Outdoors Challenge
As a brand not traditionally associated with the outdoors sector, we needed to come up with a simple solution which would maximise exposure before and during the show as well as firmly fix WD-40 in the minds of outdoors enthusiasts when maintaining and repair their gear. The WD-40 Outdoors Challenge was created and entailed visitors having to spot the hanging banners in all of the show zones and note down the uses shown for WD-40 in camping, climbing, bushcraft, water sports & cycling. Visitors had to come to the WD-40 stand to claim their prize - a free WD-40 t-shirt. Back at the stand, there was the opportunity to demo and purchase the product.
The Results
'An excellent day where WD-40 really was the star of the show amongst many mainstream outdoor brands. Apart from the WD-40 banners around the hall, it was great to see so many WD-40 bags and so many people wearing their t- shirts. Most refreshing of all was the amount of interest/ enthusiasm for the product from the younger generation' - Matthew Edwards, WD-40
- Pre-show marketing reached a combined audience of over 51 million
- 4,000 show visitors (1 in 8) took part in The Outdoors Challenge, each winning a free t-shirt
- 38.4% post-show re-call of WD-40 as a sponsor 1 month after the show