Ariel DM DISAPPEARING INK by Saatchi & Saatchi Dubai

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Industry Washing powders & Detergents
Media Direct marketing
Market United Arab Emirates
Agency Saatchi & Saatchi Dubai
Executive Creative Director Sion Scott-Wilson
Art Director Christopher Jones
Copywriter Bianca De Silva
Released January 2011

Credits & Description

Category: Best Low Budget Campaign
Advertiser: PROCTER & GAMBLE
Product/Service: WASHING POWDER
Date of First Appearance: Jan 23 2011
Executive Creative Director: Sion Scott-Wilson (Saatchi & Saatchi)
Copywriter: Bianca de Silva (Saatchi & Saatchi)
Art Director: Christopher Jones (Saatchi & Saatchi)
Regional Account Director: Hamid Naqvi (Saatchi & Saatchi)
Production: Neel Kumar (Saatchi & Saatchi)
Production: Ingo Jens (Saatchi & Saatchi)
Media placement: DM - Letter - 23/01/11
Describe the brief/objective of the direct campaign.
With the power to tackle even impossible stains, Ariel's new and improved formula is its most advanced ever. A great claim to work with...yes. But with scrubbing brushes, concentrates AND all the other detergent brands each trying to grab a piece of the stain-removing pie, we knew we had to make an impact to gain attention and attract a new set of Ariel users.
We were given a test budget of only $5000USD to encourage product trial with a selected target. Behavioural research already showed that most consumers will continue to use Ariel after first use.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to get personal by using our limited resources to maximum effect. If the campaign was successful, it could be implemented throughout Ariel's remaining markets.
Using client demographics for non-Ariel users, we targeted average-lower income residences located near a mall or supermarket. Handwritten letters were then individually addressed and couriered to the woman of the household. On first glance, the letters contained a message from the Brand Manager about the benefits of Ariel. However, the delivery of the letters was carefully timed within a certain window, so that 99% of the ink would disappear within the same day.
Explain why the creative execution was relevant to the product or service.
Ariel's brand strategy of 'the power of a before your eyes demo' has helped it became a leading detergent in the region.
While the 'Disappearing Ink' letters were always intended as a personal touch to remind our target of the brand, the real power of their content became apparent very quickly, as the letter turned into its very own 'before your eyes demo.' With all but a few of the written ink 'stains' disappearing from its white surface, the reader was left with a clear yet compelling message, delivered directly to them in the comfort of their own home.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With 95% of our 500 letters successfully delivered to women in our selected residential areas at a total unit cost of $8.18 USD (and nearly $1000 USD under budget); we set about comparing some results: Monthly Ariel sales for all major grocery outlets within the targeted areas were compared pre and post launch of the 'Disappearing Ink' campaign.
The average 24% sales increase recorded proved it to be such a successful investment for our client, the campaign is now set to continue throughout Ariel's key Middle Eastern markets.