PR, influencer and social media agency Smoking Gun has developed a provocative campaign for the launch of the Philips OneUp electric mop.
The agency was appointed to launch the new product category and has hit the ground running with a media relations and influencer campaign, plus a ‘FLASH MOP’ activation at the popular Home, Life and You consumer show at London’s Excel.
Smoking Gun has commissioned new research, which has exposed an uncomfortable truth for clean home enthusiasts: Traditional mopping methods are making Britain’s floors dirtier rather than cleaner – with mums bearing the brunt of impossible cleaning standards.
The ‘Filthy Britain’ campaign spans micro-influencer gifting across new parents, pet owners and homeowners, through to a macro-influencer content series. This includes ‘Floorplay’ – fronted by This Morning’s on-screen cleaning expert Lynsey Crombie – which uses live dirt cameras and germ dish tests to expose what’s really lurking on UK floors.
Rick Guttridge, Smoking Gun’s CEO, said: “Securing culturally relevant insights and the right talent mix is critical to driving cut-through in low-interest categories. This campaign transforms a mundane household chore into a conversation-starter by tapping into universal truths about modern parenting and home pride.”
Philips’ OneUp clamis to remove grease, stains, sticky dirt, fine dust, and up to 99.9% of bacteria twice as quickly as a standard analogue mop, and positions itself as candidate for all hard floors, including delicate, non-absorbent surfaces like laminate, vinyl, parquet, cast floors and stone. The OnUp’s tech pumps clean water onto the floor while silently sucking up dirty water, ensuring an efficient electric mopping experience and a less damp finished product for users.
Manchester agency Smoking Gun helps brands improve visibility, likeability and memorability for bands, and works with major household names including Philips, Alton Towers Resort, American Golf, Brother and Best Western Hotels to achieve their business goals
Its 6i process comprises Inspired insights, Ingenious ideas and Intelligent Measurement, a methodology which has seen it win 100 peer judged industry awards including nine global effectiveness gongs.
