Mohawk committed to proof over promises. With a challenge that moved the demo into the Dallas Zoo.
An integrated campaign of social, a challenge site and film, launched at the Dallas Zoo.
A flooring maker with a durability story, and the least controlled test environment imaginable: a zoo.
A fully integrated campaign launched at the Dallas Zoo, with social, a challenge hub and film.
The challenge
Fully integrated campaign launched at the Dallas Zoo.
Not a claim in a spot. A public test. The zoo supplied the challengers; the campaign supplied the audience.
The craft
Illustrated animal boards gave the challenge a face.
The rhino, the camel and the humans each got hand-drawn campaign art. One visual world ran from the zoo signage to the site.
The results
A $330,000 campaign. $20 million in media value.
It reached an audience of over 160 million. The carpet and the videos went into 5,748 dealerships, Mohawk sold more than 50 million yards of SmartStrand, and there was a six-month backlog of orders.
Zoo Challenge was shortlisted for a 2011 Cannes PR Lion, in Best Integrated Campaign Led by PR.
$20Min media, on a $330K campaign
160M+ audience · 5,748 dealerships · 50M+ yards sold · a six-month backlog
Credits
Intermark
Next case
Bounty
Super Absorbent
The engine
Social-driven, backed with strong creative work.
The challenge site carried live habitat cams, challenger pages and a join-the-conversation loop. The social layer was the campaign, not a support channel.