ARIEL ACTILIFT LIQUID DETERGENT: "ARIEL FASHION SHOOT" Direct marketing by Saatchi & Saatchi, Stockholm

Type of entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Advertiser: PROCTER & GAMBLE NORDIC
Product/Service: ARIEL ACTILIFT LIQUID DETERGENT
Agency: SAATCHI & SAATCHI Stockholm, SWEDEN
Advertiser PROCTER & GAMBLE NORDIC
Product ARIEL ACTILIFT LIQUID DETERGENT
Entrant SAATCHI & SAATCHI Stockholm, SWEDEN
Type of Entry: Use of Direct Marketing
Category: Ambient Media (Large Scale)
Title: ARIEL FASHION SHOOT
Advertiser/Client: PROCTER & GAMBLE NORDIC
Product/Service: ARIEL ACTILIFT LIQUID DETERGENT
Entrant Company: SAATCHI & SAATCHI Stockholm, SWEDEN
DM/Advertising Agency: SAATCHI & SAATCHI Stockholm, SWEDEN
Art Director: Gustav Egerstedt (Saatchi & Saatchi)
Copywriter: Petter Dixelius (Saatchi & Saatchi)
Creative: Erik Hjort Af Ornäs (Saatchi & Saatchi)
Art Director: Lisa Engardt (Saatchi & Saatchi)
Executive Creative Director: Adam Kerj (Saatchi & Saatchi)
Planning Director: Per Jaldeborg (Saatchi & Saatchi)
Account Manager: Maria Lindskog Klasén (Saatchi & Saatchi)
Account Manager: Charlotta Tibbelin (Saatchi & Saatchi)
Account Manager: Jenny Larsson (Saatchi & Saatchi)
Designer: Maria Wester (Saatchi & Saatchi)
Business Director: Tom Hedström (Saatchi & Saatchi)
Film Production: (B-Reel Films)
Digital Production: (B-Reel)
Event Production: (Atomgruppen)
Public Relations: (MSL Nordic)
Media: (Mediacom)
Logistics: (Reklamlogistik)
Back-end Tech: (Emunity)
Describe the brief from the client
P&G Nordic wanted to launch the new formula Ariel Actilift liquid detergent by proving its stain-fighting power.
Target audience: women 35+.
Secondary target: anyone who does laundry.
Goal: get consumers involved with the Ariel brand, create positive attention for our latest stain-fighting formula and create a fan base for future Facebook activities.
Strategy: Detergent is low interest. Fashion is engaging! There's no better way to show off stain-fighting than allowing people to shoot ketchup on designer clothes to win them, and letting them watch as we wash the garments clean before sending them home to the winners.

Creative Execution

Ariel Fashion Shoot was the biggest and most interactive product demo in detergent history. We invited consumers to take part on a massive scale, both in real life and and via social media. When a player was lucky to hit and stain a garment, it was washed live with Ariel Actilift in front of tens of thousands of Facebook onlookers and passers-by before being sent home to the winners. Over 1,000 winners received stain-free clothes in the mail, concrete proofs of Ariel Actilift’s stain-fighting power. Engaging and transparent, Ariel Fashion Shoot generated both brand fans and sales.


Describe the creative solution to the brief/objective.

Ariel Fashion Shoot was a direct campaign, an outdoor public event and a live Facebook game – all at the same time. During 1 week, participants in Scandinavia could control a customised robot loaded with ketchup, jam and chocolate via Facebook and try to stain designer clothes to win them. The robot was placed inside a glass box in Stockholm Central Station.
Projected response rate:
15,000+ new Ariel Facebook fans
Fill 75% of the 30 second gaming slots
Desired outcome:
Reach 20% of the core target group
Become most talked about detergent brand on-line


Describe the results in as much detail as possible.

- 1.2m people passed the installation on Stockholm Central Station.
- 100% of the live gaming slots were filled. A total of 36 hours of live gaming.
- 25 000+ new Ariel Facebook fans.
- 1,010 lucky winners received newly-washed clothes in the mail, becoming ambassadors of Ariel Actilift's stain-fighting power.
- We reached 35% of the target group in half the time it normally takes for P&G with a traditional TV campaign.
- The campaign had a media reach of 5m, brought and earned media included. That equals 20% of Scandinavia's population!