FAIRY FAMILY PICNIC MEDIA ROADSHOW

Brief

In summer of 2008 Fairy launched a campaign designed to get British families to picnic again... then follow it up by cleaning those dishes with Fairy. To support this initiative, Maverick were asked to create a media tour; bringing a live roadshow experience to the doorstep of various London publishing houses - via an exclusive branded VW camper van.

Our Response

In an extremely short time frame, Maverick arranged for a stripped VW camper van to be fully branded and fully fitted with all the relevant equipment for the demonstrations. The van was completely wrapped with vinyl, displaying a bespoke design that had a colourful, summery appearence that certainly gained public interest as it toured through London. Inside, the van contained a fully functioning dishwasher and sink unit, both of which were used with running hot water to show off the product’s full potential to the assembled press.

Over the two days, a number of journalists were invited down to the van; each time parked conveniently outside a number of publishing houses thanks to Maverick reserving relevant parking spaces throughout Camden, Soho, East London and Canary Wharf. The journalists were invited to take a seat inside the branded camper van, which was decked out with gingham picnic stools, astro turf floor lining, plastic picnic plates, and a fruit basket – all of which was designed to assist in creating a somewhat alternative summer picnic scene. Once inside, the media were also invited to watch the brand new, yet to be released Fairy advert on the LCD TV, whilst also being further educated on the benefits of Fairy as they tucked into a picnic sandwich or piece of cake.

The Results

Not only were Fairy hugely impressed with the smooth running of the media tour, especially given the time scales involved, but they were also full of praise for how enjoyable the event was, from start to finish. Both Fairy and Maverick are looking forward to working together on another event in the near future.