Drag me

Experiential Marketing Activation where Dirt is Good

Persil

2026

FMCG

Persil Wonder Wash is a next-generation laundry detergent designed specifically for quick wash cycles, delivering powerful cleaning results in just 15 minutes. It’s built for modern routines where time is limited, but standards remain high.

We provided solutions to Unilever with

To bring this idea of speed to life, Persil partnered with Usain Bolt — the world’s fastest man. This collaboration is more than symbolic; it reinforces the product’s core promise. Just as Bolt redefined what speed looks like on the track, Persil Wonder Wash redefines what speed looks like in the laundry room.

Delivering a fully operational product activation within an Obstacle Course Racing event presented significant logistical challenges. Choosing an event where mud is love tied in to the global claim of Persil that Dirst Is Good, requiring precise coordination to ensure a seamless experience while maintaining brand impact in a high-energy, unpredictable setting.

The Concept Stadium team brought the activation to life by creating a fully functional outdoor laundry experience that demonstrated product trial in real time. Washing machines were installed on-site at the finish line, allowing participants to clean their clothes in just 15 minutes after completing the course, directly showcasing speed and effectiveness.

The experience was designed to be both practical and engaging, turning a functional benefit into an actual obstacle where kids and adults interact with the brand in a fun interactive way. This was supported by strong visual branding across the event, including key touchpoints along the course, as well as branded merchandise that extended the experience beyond the moment, reinforcing visibility and connection with participants.

Working with Concept Stadium on the Persil OCR activation was a standout experience. They turned a product demo into a fun, high-energy activation that brought the brand to life in the most unexpected way. The fully functional outdoor “laundry zone” at the finish line let participants wash their clothes in just 15 minutes after completing the course, making the product benefit part of the challenge itself. With strong event branding and playful merchandise throughout, the activation created a bold, memorable experience that participants genuinely enjoyed and engaged with.
Celine Pinheiro, Unilever International EU Home Care Marketing Lead