Whirlpool: FOOH

To achieve this, the campaign leveraged the innovative feature of a third drawer by creating a larger-than-life augmented reality experience. Agency Mai 69 projected a massive FOOH visualization of the Maxispace onto a Haussmann building facade, creating the illusion of a gigantic outdoor advertisement demonstrating the impressive capacity of the Maxispace. All amplified on a leading viral advertising media to generate consistent and successful media coverage.

Whirlpool launched a new capacity dishwasher in the white goods market.
The challenge presented to us was, in an ultra-competitive market, how can we show the XXL capacity of the Maxispace Dishwasher while creating a buzz for it.

To create virality, we chose to surf on a trendy format that can dramatically illustrate the strengths of the Maxispace dishwasher. Starting from the attribute of the new and innovative product on the market, a third drawer to increase the capacity of the dishwasher, we decided to extrapolate this quality in an XXL format.

The agency Mai 69 then staged the Maxispace with FOOH, an augmented reality technology that allows the product to be virtually embedded in a Haussmannian facade, creating the illusion of a gigantic outdoor advertising campaign. An immersive and engaging product demonstration to capture the audience of the dishwasher’s impressive welcoming capabilities. To multiply the impact in social, we called on the leading media of viral ads, CREAPILLS, to disseminate an article on the phenomenon Maxispace and relay the video on their social networks.

Initially broadcast on CREAPILLS channels with over 5 million subscribers, the FOOH campaign benefited from press coverage on other expert media, as well as great visibility on social networks to help the product emerge.