How do you reach white-collar professionals who routinely work 80-hour weeks? Ultimat Vodka offered one answer to that question, though it’s not clear how scalable it is.
The vodka brand dispatched a dapper-looking gentlemen in New York and Chicago to pose as a window-washer outside office buildings. Peering in from the windows, they shook the workers out of their stupor with an honest admission written on a placard: “You people are hard to reach.” The spokesmen then beckoned the workers to get out in the fresh air — preferably before 6 — and have a drink.
If the video above is to believed, the technique worked: The office drones cracked smiles and met the Ultimat pitchman later for cocktails.
Though sending Ultimat’s window washers out to recruit more fans would be challenging on a grand scale, thanks to the magic of YouTube, a million or so people have been won over since the video went up on July 26.
What do you think? Would you take Ultimat’s spokesman up on his offer? Do you give the brand points for cleverness? Let us know in the comments.