The clothing iron is an item that typically only gets replaced every 10 years or so. Philips, however, was able to convince Koreans that a new iron is just want they needed right now! Even though they feel it is an important chore, almost 90% of Koreans between the ages of 20 to 40 absolutely disliked ironing partly because they are never fully satisfied with the outcome and often damage their clothes. Our strategy was to use authentic consumer reactions to entertainingly show how bad ironing is really due to the kind of iron used, not the person doing the ironing. Through the 60-day online campaign that involved authentic hidden camera footage and a few unsuspecting customers, we successfully positioned the PerfectCare PowerLife iron as an item that helps lessen the burden of housework. The ecommerce campaign was so successful, the brand not only surpassed sales expectations by 200% but ended up clearing their inventory for the model within just two months of its launch.