Campaigning for cleanliness

Boo! Alternative Media Communications' recent campaign for ICU used three elements within its mall product range: advertising in the parking garage, in the corridors leading to the washrooms and inside the washroom cubicles. "We were able to identify and deliver key touch points for the shopper that enabled ICU to start the communication as the shopper arrived at the mall through to the environment where cleanliness was relevant: first in the corridors and then inside the washroom cubicle," says Dave McKenzie of Boo!.