BAM | Bamercise | Australia

Dubbed 'Bamercise', the campaign showcases the link between the amount of elbow grease that is put into cleaning and the calories that are burnt thus creating real problems for BAM users.

In fact, so effective is BAM on the toughest stains and grime that it has made cleaning too easy and users are no longer getting the workout they used to.

Devised by Euro RSCG, Bamercise is a spoof 22-minute exercise DVD to enable users to continue cleaning around their homes, while giving them back the workout they had lost. The DVD showcases how you can maximise your cleaning moves using BAM products to get the results not only for your surfaces but for your body as well.

For the launch, Euro RSCG created a TVC and print drive as well as a website.

The Bamercise DVD is promoted within a 10-second tag on the back of the TVC with a call to action to go in-store or online to find out more.

Consumers will also be able to get a free DVD with any BAM purchase in participating Woolworths and Coles stores or they can download it online with proof of purchase.



Credits:
Project: Bamercise
Client: Reckitt Benckiser
Creative agency: Euro RSCG Sydney
ECD: Rowan Dean
Art director: Leah Regan
Writer: Rebecca Campbell, Jackie Lee
Senior account director: Holly Ripper
Account manager: Tom Gregory
Senior planner: Ben Phillips
TV producer: Tania Templeton
Media agency: OMD
Production: Photoplay
Exposure: Television, print, online, in-store