ARIEL FASHION SHOOT by MSL NORDIC Stockholm for Ariel

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ARIEL FASHION SHOOT

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Industry Washing powders & Detergents
Media Print, Magazine & Newspaper
Market Sweden
Agency MSL NORDIC Stockholm
Creative Director Adam Kerj
Art Director Lisa Engardt
Copywriter Petter Dixelius
Digital Creative Erik Hiort Af Ornäs
Released June 2012

Awards

Cannes Lions 2012
PR Lions Consumer Goods, including FMCG and Household Products Bronze

Credits & Description

Type of entry: Sectors & Services
Category: Consumer Goods, including FMCG and Household Products
Advertiser: PROCTER & GAMBLE NORDIC
Product/Service: ARIEL ACTILIFT LIQUID DETERGENT
Agency: MSL NORDIC Stockholm, SWEDEN
Advertiser PROCTER & GAMBLE NORDIC
Product ARIEL ACTILIFT LIQUID DETERGENT
Entrant MSL NORDIC Stockholm, SWEDEN
Type of Entry: Sectors & Services
Category: Consumer Goods, including FMCG and Household Products
Title: ARIEL FASHION SHOOT
Advertiser/Client: PROCTER & GAMBLE NORDIC
Product/Service: ARIEL ACTILIFT LIQUID DETERGENT
Entrant Company: MSL NORDIC Stockholm, SWEDEN
DM/Advertising Agency: MSL NORDIC Stockholm, SWEDEN
2nd DM/Advertising Agency: SAATCHI & SAATCHI Stockholm, SWEDEN

Client Director: Jan Lindow (MSL Nordic)
Creative/Digital Director: Christian Åkerhielm (MSL Nordic)
Public-Relations Consultant: Heidi Wold (MSL Nordic)
Public-Relations Consultant: Josefine Raneke (MSL Nordic)
Public-Relations Consultant: Edward Eikland (MSL Nordic)
Public-Relations Consultant: Matilde Clausen (MSL Nordic)
Public-Relations Consultant: Elise Hambro (MSL Nordic)
Regional Public-Relations Support: (Miltton)
Creative Director: Adam Kerj (Saatchi & Saatchi Stockholm)
Planning Director: Per Jaldeborg (Saatchi & Saatchi Stockholm)
Business Director: Tom Hedström (Saatchi & Saatchi Stockholm)
Art Director: Lisa Engardt (Saatchi & Saatchi Stockholm)
Digital Creative: Erik Hiort Af Ornäs (Saatchi & Saatchi Stockholm)
Copywriter: Petter Dixelius (Saatchi & Saatchi Stockholm)
Account Manager: Maria Lindskog Klasén (Saatchi & Saatchi Stockholm)
Account Manager: Charlotta Tibbelin (Saatchi & Saatchi Stockholm)
Nordic Account Director (Media): Joachim Medalen (Mediacom)
Account Manager (Media): Malena Bjälkdahl (Mediacom)
Digital Production: Jonas Hedegard (B-Reel)
Event Production: Johan Lindgren (Atomgruppen)

Describe the campaign/entry
Challenge:
Laundry detergents: A deeply low-engagement product category impossible to do PR for. Or is it?

Objectives:
Prove that the new Ariel Actilift is exceptional in removing tough stains, without boring people.

Strategy:
Insights show that detergents and washing may be boring, but stains are high-involvement, especially on something you care a lot about, like your favourite designer clothes.

The strategy was to let consumers do what they normally don’t to intentionally: stain brand new clothes. By letting the consumers themselves do the staining, we put the new Ariel Actilift to the test.

Execution:
We turned the boring product demo into a live-gaming experience where people could win the clothes they stained.

For 6 days anyone in Scandinavia had the chance to get in line and control our customised industrial robot via Facebook and try to squirt real loganberry jam, drinking chocolate and ketchup on over 1,000 pieces of clothing passing by at high speed, including designer pieces.

We placed the robot in the most public location we could think of – Stockholm Central Station. The rules were simple: aim, stain and win. When anyone managed to stain a garment we washed it live with Ariel Actilift and sent it to them, stain-free.

Outcome:
- Scandinavia’s biggest live interactive product demonstration, ever. 1.2m passers-by;
- 25,000 'likes' for Ariel’s pages in 6 days;
- 1,000+ people won clothes - and shared the event in social media;
- A blogger and media love-fest.

Total reach: well over 5m.

Describe the brief from the client
Prove that Ariel Actilift is exceptional in removing tough stains, without boring people to death along the way.

Research shows consumers generally don't believe there is any major difference between the leading detergent brands, and they can hardly even recall the brand they’re currently using. So, how do we prove to them that Ariel Actilift is exceptional at removing tough stains, without boring them to death along the way? And how do we get thousands of consumers to interact and engage with a detergent brand? How do we get media, tabloids, fashion bloggers and blogging moms excited by Ariel Actilift?



Results


Scandinavia’s biggest live interactive product demonstration, ever. 1.2m visitors to Stockholm Central Station experienced an Ariel Fashion Shoot over 6 days.

Over 25,000 'liked' the Ariel Facebook Pages in Sweden, Norway, Denmark and Finland as a result of the event.

Over 1,000 winners successfully stained clothes ranging from high-end designers to basic wear. These were washed live with Ariel Actilift and sent to the winners, most of whom wrote about the event and their win in social media.

Media coverage equalled 5m media impressions, 20% of Scandinavia's entire population. We reached 35% of our target group in half the time it would've taken with a heavy rotation TVC campaign.

Coverage outside the Nordics exceeded local reach with articles in Advertising Age, Creativity, Creative Review, the FWA to name a few.

Ariel now positioned in the Nordics as transparent, fun and engaging!



Creative Execution


We turned the boring product demo into a live gaming experience where people could win the clothes they stained.

For 6 days anyone in Scandinavia had the chance to get in line and control our customised industrial robot via Facebook and try to squirt real loganberry jam, drinking chocolate and ketchup on over 1,000 pieces of clothing passing by at high speed, designer pieces included.

We placed the robot in the most public location we could think of: Stockholm Central Station. The rules were simple: aim, stain and win. When anyone managed to stain a garment we washed it live with Ariel Actilift and sent it to them, stain-free.

To promote the event, key bloggers and influencers received a personalised press kit with a selected garment along with a URL-address to a film showing their item getting stained, washed, and folded into the box with their name on it.




Laundry detergents: One of the most low-engagement product categories known to marketers, and arguably 1 of the least passionate products among consumers. Or is it?

The launch of the new formula Ariel Actilift prompted P&G to revise the notion that laundry detergents are boring and virtually impossible to do PR for.




Insights show that detergents and washing may be boring, but stains are high-involvement, especially on something you care a lot about, like your favourite designer clothes.

The strategy was to let consumers do what they normally don’t to intentionally: stain brand new clothes. By letting the consumers themselves do the staining, we put the new Ariel Actilift to the test.