Challenge: The TOTO Washlet converts your toilet into a bidet. The client wanted huge impact on a very limited budget. The problem? Bathroom habits are very private. Toto needed a playful way to start the conversation. The good news: the psychographic of our target was open-minded, progressive and daring. The bolder - the better.
Solution: "Clean is Happy". The provocative outdoor and print work captured attention and generated discussion. Once at cleanishappy.com, consumers learned about the benefits in private. The campaign garnered millions in free media impressions, dominated the news cycle for a month, and helped launch TOTO in America.