Work
Take 5
An Activation That Made a Splash
Take 5, the largest car wash operator in the US, needed to drive awareness so we created a bold campaign to help make some noise on National Car Wash Day. Pigeons are notorious for pooping on cars, so we randomly named one The Take 5 Official Pigeon, followed them around and gave a free car wash to every car it pooped on.
The Challenge
- Take 5 was well-known for oil changes—but breaking into the crowded, fragmented car wash category was a whole new game. Awareness and preference for Take 5 Car Wash had to be built from the ground up.
The Solution
- Research showed one simple truth: try a car wash once, and you’ll likely come back. So our mission was to spark trial in the most attention-grabbing way possible—by tackling every car lover’s biggest nuisance: bird poop.
The activation “dropped” in several markets – including Dallas, Nashville, Denver, Salt Lake City, Memphis and Atlanta – delivering over 60,000 free car washes to unsuspecting people.
3.6MM
Views
Views
43.2MM
Impressions
Impressions
54%
Increase in customers on
National Car Wash Day YOY
Increase in customers on
National Car Wash Day YOY
