In partnership with The Wild Network, laundry brand Persil launched the free Wild Explorers app as a way to help families find fun activities to do together outside during the summer months. To mark the launch of this new app, Persil created a volcano that erupted mud at regular intervals and got people nearby good and messy.
The structure itself stands at over seven feet tall and is made with more than three tonnes of mud—the impressive structure took a team of eight people more than 4,000 hours to create.
Some of the research that fueled the creation of this campaign expresses that many families are uninspired when it comes to dreaming up outdoor activities, or find weather and costs prohibitive. The new app and mud volcano installation work to support Persil's 'Dirt is Good' campaign, which reminds that outdoor play is essential to the development of a healthy child.
Erupting Mud Volcanoes
This Volcano Kicked Off the Launch of Persil's Wild Explorers App
Trend Themes
1. Outdoor Family Activities - The launch of Persil's Wild Explorers app highlights the trend of promoting outdoor activities for families to engage in together.
2. Interactive and Immersive Experiences - The erupting mud volcano installation demonstrates the trend of creating engaging and memorable experiences for consumers.
3. Digital Companion Apps - The launch of the Wild Explorers app showcases the trend of mobile apps that provide resources and ideas for family activities.
Industry Implications
1. Laundry and Cleaning Brands - Laundry brands like Persil can explore disruptive innovation opportunities by integrating technology and outdoor experiences to promote their products.
2. Outdoor Recreation and Adventure - The outdoor recreation industry can benefit from disruptive innovation by incorporating technological elements and interactive installations to enhance the customer experience.
3. Mobile App Development - The success of the Wild Explorers app indicates a growing demand for mobile apps that cater to family-oriented outdoor activities, presenting opportunities for mobile app developers.