Ariel Outdoor, Case study BIG STAIN by Saatchi & Saatchi Shanghai

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Industry Washing powders & Detergents
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market China
Agency Saatchi & Saatchi Shanghai
Executive Creative Director Fan Ng
Creative Director Wendy Chan
Art Director Kobe Yu
Producer Dorothy Zeng
Photographer Xi Qiang Chen
Released March 2010


One Show 2012
One Show Design Collateral Design / P.O.P. and In-Store - Single Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events And Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE
Product/Service: ARIEL
Executive Creative Director: Fan Ng (Saatchi&Saatchi)
Creative Director: Wendy Chan (Saatchi&Saatchi)
Regional Creative Officer: Andy Greenaway (Saatchi&Saatchi)
Chief Creative Officer: Edmund Choe (Saatchi&Saatchi)
Interactive Creative Director: Jonathan Ip (Saatchi&Saatchi)
Interactive Producer: Zhao Yi (Saatchi&Saatchi)
Interactive Producer: Henry Chu (Pill&Pillow HK)
Interactive Producer: Tet Chan (Pill&Pillow HK)
Senior Art Director: Ocean Ye (Saatchi&Saatchi)
Senior Art Director: Liu Zhong Qing (Saatchi&Saatchi)
Art Director: Kobe Yu (Saatchi&Saatchi)
Senior Copywriter: Qi Lin (Saatchi&Saatchi)
Producer: Dorothy Zeng (Saatchi&Saatchi)
Creative Services Coordinator: Rachel Lee (Saatchi&Saatchi)
Regional Account Director: Ann Jingco (Saatchi&Saatchi)
Regional Equity Director: Neel Chaurasia (Saatchi&Saatchi)
Account Director: Sam Wong (Saatchi&Saatchi)
Senior Account Executive: Polly Wang (Saatchi&Saatchi)
Regional Planning Director: Angie Ma (Saatchi&Saatchi)
Photographer: Chen Xi Qiang (Chen Xi Qiang Studio)
Results and Effectiveness:
• 113% increase in sales in the first month
• 300% increase in brand awareness
• 143 news stories in major press and magazines
• Over 8 million views of the stunt online
• Over US$1 million of PR value
Creative Execution:
We created the ‘Ariel Wii Game’.
Using Wii technology we created a larger than life fun demonstration to show how easy it is to eliminate tough stains with Ariel.
Gigantic T-shirt were hanged up in public areas where passerbys were invited to use different stains Wii controllers to stain the clothes then enjoy cleaning with Ariel wii controller.
The event was featured in 143 different media clippings.
Tv stations: SHTV, BTV, GDTV etc
Newspaper: Oriental Morning post, Guangzhou Daily, Beijing Evening News etc
Magazine: Southern Metropolis Weekly, Metro Weekly, The Bund, Life Style etc
Website: Fashion Trend Digest,, etc
Together, the media help to created awareness of Ariel in short period of time.
Insights, Strategy and the Idea:
Raise awareness of Ariel in China (a market where its awareness is low). And increase its sales in key cities across the country with a minimal budget.
Ariel is a challenger brand with low awareness.
The laundry category is usually perceived as a necessary boring chore so we wanted to find a fun way to bring to life the powerful benefit of new Ariel’s liquid detergent.
We create a game to demonstration of the cleaning power of Ariel. People have fun with stains but also experience the satisfaction of getting rid of them.