Ecstasy of cleaning

We moved Vax away from rational, price-point-led comms, to a more emotional positioning that reflected the messy nature of everyday life. Inspired by the online community of people who love the act of cleaning, just as much as the post-clean calm that comes with it. Our creative proposition, ‘Satisfaction. From start to finish’ showed how the process of cleaning up a messy life, could be something to look forward to. Turns out people loved satisfying hoover lines as much as we did. Sales skyrocketed to 149% above target, generating £3.4 million in revenue in the process (174% above target).