Ariel: BIG STAIN by Saatchi & Saatchi Shanghai for Ariel

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Industry Washing powders & Detergents
Media Promo & PR
Market China
Agency Saatchi & Saatchi Shanghai
Regional Executive Creative Director Andy Greenaway Clement
Executive Creative Director Fan Ng
Creative Director Wendy Chan
Art Director Liu Zhong Qing, Ocean Ye, Kobe Yu
Copywriter Lin Qi
Producer Dorothy Zeng
Photographer Xi Qiang Chen
Account Supervisor Ann Jingco, Neel Chaurasia
Released June 2011


Cannes Lions 2011
Media Lions Best Use of Ambient Media: Large Scale Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Large Scale
Advertiser/Client: PROCTER & GAMBLE
Product/Service: ARIEL
Executive Creative Director: Fan Ng (Saatchi & Saatchi)
Creative Director: Wendy Chan (Saatchi & Saatchi)
Interactive Creative Director: Jonathan Ip (Saatchi & Saatchi)
Interactive Producer: Henry Chu (Pill & Pillow)
Interactive Producer: Zhao Yi (Saatchi & Saatchi)
Interactive Producer: Tet Chen (Pill & Pillow)
Regional Executive Creative Director: Andy Greenaway (Saatchi & Saatchi)
Chief Creative Officer: Edmund Choe (Saatchi & Saatchi)
Art Director: Ocean Ye (Saatchi & Saatchi)
Art Director: Liu Zhong Qing (Saatchi & Saatchi)
Art Director: Kobe Yu (Saatchi & Saatchi)
Copywriter: Qi Lin (Saatchi & Saatchi)
Producer: Dorothy Zeng (Saatchi & Saatchi)
Account Supervisor: Ann Jingco (Saatchi & Saatchi)
Account Supervisor: Neel Chaurasia (Saatchi & Saatchi)
Account Manager: Sam Wong (Saatchi & Saatchi)
Account Executive: Polly Wang (Saatchi & Saatchi)
Planner: Angie Ma (Saatchi & Saatchi)
Account Executive: Sophia Luo (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 passersby 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 create 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.