In pictures: Giant mud volcano launches Persil app

A giant mud volcano was unveiled in London on Saturday (16 July) to launch laundry brand Persil's Wild Explorers app.


The 7ft tall by 10ft wide volcanic structure held over three tonnes of mud and featured a crater that erupted with ‘molten-lava’ at regular intervals. It took a team of eight professionals more than 4,000 hours to create.

Launched in partnership with The Wild Network, the Persil Wild Explorers app is free to download and provides more than 100 activities for families to do outside during the summer holidays to boost "play-inspiration" such as making a mud volcano, blowing a grass trumpet and creating a squirrel adventure course.

Research revealed that 39% of Brits completely avoid family outdoor time in the summer holidays due to lack of inspiration. The unpredictable British weather and fear of spiralling costs also stop parents from planning outdoor activities.

The new app aims to combat UK families’ fears of outdoor play by providing a range of activities that can be done in less than ten minutes and don’t cost the earth. It is part of the £4.5m ‘Dirt Is Good’ campaign – an ongoing commitment from Persil to encourage more children to get outside and enjoy outdoor play.

Jennifer King, senior brand manager for Persil UK & Ireland, said: "We truly believe Dirt Is Good and that outdoor play is an essential part of a child’s development – and we know parents’ lack of inspiration is one of the biggest barriers British families face when it comes to outdoor play.

"We wanted to create something to help parents free the kids this summer – and mud volcanoes are just one of the ways parents can do that. We can’t wait for families across the UK to have fun exploring, going on muddy adventures and trying out the fantastic activities."

The 'Dirt is Good’ campaign also includes OOH, video on demand, social media, on-pack promotion and in-store activity. A TV and cinema campaign will run from July until September 2016.

Unilever-owned brand Flora landed a giant dinosaur in Westfield Stratford in March.

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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.