Place-based social media company LocaModa recently teamed with Clorox, the bleach brand that's essentially synonymous with bleach, for a funny, provocative take on bleach advertising via digital signage in Las Vegas.
LocaModa has added to Clorox's "Bleachable Moment" campaign with a "Bleach It Away" digital out-of-home campaign on two Clear Channel/Spectacolor digital billboards in Sin City that "tempts users to 'Fill in the blank and submit your Bleachable Moment here,'" according to a post from LocaModa CEO Stephen Randall on the company's official blog.
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The submitted — and moderated — "Bleachable Moments" are then displayed in spots that run 15 minutes out of every hour, 24 hours a day, seven days a week. The campaign aims to keep things interesting with variants of the creative, such as "I might have ____ed a ____ last night." and "I ____ed my ____ in Vegas."
"Obviously, pretty much anything entered can sound quite raunchy, even if it isn't — a great concept for Clorox which then bleaches the offending submission in the DOOH animation," Randall wrote in his blog post on the campaign. "I used to joke that social platforms might not work for utilitarian brands such as insurance or bleach. Well, I was wrong (not for the first time) — the creative wins the day."
Consumers submit their phrases at bleachitaway.com/vegas, which also features a gallery of the submissions (an example of which is posted below).
Read more about DOOH advertising.