While WD-40 is top of mind when it comes to household lubricants, it often goes unused for months despite being in the house. We needed to get people thinking about the creaks in their doors, and reaching for a can of WD-40 again.
WD-40 breaks their code and helps your door squeak
On the spookiest day of the year, we simultaneously gave homeowners an audible trick-or-treat enhancer and a subconscious reminder to lubricate their hinges.
Service
Improving experiences
Industry
Household products
Home improvement
Product
Mobile app
Direct mailer
Timeline
2 months
50%
Response rate
Based off 200 pieces mailed to reporters and influencers
Over 100
Media outlets
With unique story coverage
1.4M+
Dollars in earned media coverage
57 million
Earned impressions
The challenge
Our approach
On Halloween, the average front door opens over 50 times – more than any other day – and it’s the one night people want their door to creak. So, we did the exact opposite of what WD-40 is famous for. We glorified loud hinges by programming WD-40’s Haunted Door: the only motion-activated sound-effect app that creaks whenever you open your door to trick-or-treaters.
The outcome
By offering an extra creaky door SFX app, the brand found a way to
re-heighten awareness of your own existing, albeit less dramatic, creaky doors throughout your home that could actually use some
WD-40.
Fun fact: Upon launch, WD-40 occupied one of the top spots for ‘creaky door’ Google searches, completely organically. During the week of Halloween, it increased.
More outside-the-box problem solving
Check out other projects created by the experts at BIMM.
