CHALLENGE Parex wanted to boost Insinkerator sales using a contest and a point of sale campaign targeting plumbers. The winner simply had to purchase the greatest amount of Insinkerators within a certain period. APPROACH With NZ’s Next Top Model transfixing the nation, we leveraged its popularity with our own humorous version - NZ’s Next Top Plumber. This created a way to catch plumbers’ attention, promote the prizes and generate buzz for the brand. OUTCOME Plumbers were reminded of the brand’s benefits and began actively endorsing it to their customers, which meant an outstanding increase in sales, short and long-term.