Spontex, developers of household cleaning products, sought to promote their new Full Action System and Express System mops whilst generating enthusiasm for a previously low interest product category.
The Urban Curling Challenge swapped the icy floor of traditional curling for a kitchen floor, and traded the curling brooms for mops.
Members of the public competed in the challenge to earn prizes. The gold prize winner received a £200 experience day voucher. A silver prize of a £75 experience day voucher was awarded in each of the five cities that the roadshow visited - Leeds, Manchester, Birmingham, Cardiff and London.
Devised by the Rare Breed marketing agency, public response was reportedly "overwhelming".
Joanne Evans, marketing manager for Spontex, said: "The Urban Curling Challenge was a great way to demonstrate the irreverent personality of our brand whilst introducing consumers to the new generation of floor cleaning systems."
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