ARIEL FASHION SHOOT by Saatchi & Saatchi Stockholm for Ariel

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ARIEL FASHION SHOOT

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Industry Washing powders & Detergents
Media Promo & PR
Market Sweden
Agency Saatchi & Saatchi Stockholm
Executive Creative Director Adam Kerj
Art Director Gustav Egerstedt, Lisa Engardt
Copywriter Petter Dixelius
Creative Erik Hjort Af Ornäs
Designer Maria Wester
Released August 2011

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: P&G
Product/Service: ARIEL ACTILIFT LIQUID DETERGENT
Agency: SAATCHI & SAATCHI
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)
Backend Tech: (Emunity)
Media placement: Outdoor Event / Installation - Stockholm Central Station - 29 August 2011
Media placement: Facebook Application - Ariel's Nordic Facebook Pages - 29 August 2011
Media placement: VIP Kits To Key Influencers - Direct Mail / Personal Websites - 26 August 2011
Media placement: Live stream video banners - Berinskedigital salg, Min-mave.dk, Bt.dk - 29 August 2011
Media placement: TVC / Web Teaser - TVN, TV3, Voice TVNo, Fem, Viasat4, TLC norge, TV3, TV3+, K4, K5, Voice TV, 6eren, TV3plus, TV5 - 28 August 2011
Media placement: Winner kits - Direct mail - 30 August 2011

Describe the objective of the promotion.
P&G Nordic wanted to promote the new formula Ariel Actilift liquid detergent by proving its stain-fighting power.

Main target audience: women 35+.
Secondary target: anyone who does laundry.

Goal: get Nordic consumers involved with the Ariel brand, create positive attention for our latest stain-fighting formula and create a fan base for future Facebook activities.

Describe how the promotion developed from concept to implementation.
The concept of Ariel Fashion Shoot was to show off the product's effectiveness in a relevant, transparent and entertaining way. The implementation was a live Facebook game installation at Stockholm Central Station.
During 6 days, anyone living in Scandinavia could remote control a jam-squirting robot via an application on Ariel's Nordic Facebook pages and try to stain over 1,000 pieces of clothing (including designer labels) to win them. When someone succeeded, we washed the garments LIVE with Ariel Actilift in front of tens of thousands of Facebook onlookers and passers-by before sending them home to the winners.

Explain why the method of promotion was most relevant to the product or service.
We can't think of a more relevant, fun and transparent way to show off a detergent's effectiveness than letting consumers shoot ketchup, chocolate and jam at white-coloured designer clothes to win them. The added transparency of the public location also lifted the campaign's believability, everyone could witness as we washed the winning items LIVE with Ariel Actilift before sending them home to the winners.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- 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 would've taken with a traditional heavy rotation TV campaign.
- The campaign had a media reach of 5m, brought and earned media included. That equals 20% of Scandinavia's population!