Armor All, a popular brand of interior and exterior Car Cleaning products, was looking to contemporize their brand, and educate their consumer on the benefits of Armor All as a total car care solution. Knowing that cars + eye candy was a sweet spot for the 18-34 target, The Hot Body Academy was born.
Choosing a car care expert (Sandra or Anthony), users could launch on a sexy and interactive car cleaning demo series. At the end of each demo, the user-student was prompted to answer a final exam. Total completion had its rewards. Users could also send a ‘dirty’ message to their friend by drawing on the hood of a grimy car.