Ariel: FASHION LAUNDRY by Ace Saatchi & Saatchi Makati for Ariel

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Ariel: FASHION LAUNDRY

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Industry Washing powders & Detergents
Media Promo & PR
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Associate Creative Director Bia Fernandez
Executive Creative Director Andrew Petch
Creative Director Trixie Diyco
Art Director Janette De Veyra
Account Supervisor Lou Santos
Released June 2011

Awards

Cannes Lions 2011
Media Lions Fast Moving Consumer Goods Bronze

Credits & Description

Type of Entry: Product & Service
Category: Fast Moving Consumer Goods
Advertiser/Client: PROCTER & GAMBLE
Product/Service: ARIEL DETERGENT
Entrant Company: ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Advertising Agency: ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi Manila)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi Manila)
Associate Creative Director: Bia Fernandez (Ace Saatchi & Saatchi Manila)
Head Of Art: Carl Ugino (Ace Saatchi & Saatchi Manila)
Art Director: Janette De Veyra (Ace Saatchi & Saatchi Manila)
Print Producer: Rodel Quitain (Ace Saatchi & Saatchi Manila)
Final Artist: Rod Alonzo (Ace Saatchi & Saatchi Manila)
Account Supervisor: Lou Santos (Ace Saatchi & Saatchi Manila)
Account Manager: Crissy Ancheta (Ace Saatchi & Saatchi Manila)
Account Manager: Carlos Domingo (Ace Saatchi & Saatchi Manila)
Vice President Integration: Tony Sarmiento (Ace Saatchi & Saatchi Manila)
Results and Effectiveness:
This effort was featured on TV, radio and on a nationwide newspaper. It was the newest thing on blogs, Facebook walls and Twitter feeds. Best of all, our P&G Ariel clients themselves, informed us that during the time of the campaign, the brand enjoyed a 16% increase in sales, and in grocery surveys, women specifically mentioned this effort as one of the reasons they were convinced that Ariel makes clothes look like NEW.
Creative Execution:
We transformed the Laundromats to appear like fashion boutiques selling new clothes.
Passersby enjoyed window displays featuring mannequins wearing clothes washed with Ariel so they looked like NEW.
Upon entry, there were display racks where newly-washed clothes were displayed. We also provided dressing rooms for consumers to try their newly-washed clothes.
Upon payment, clothes were returned with fashion tags attached and inside fashion bags.
Online, we transformed their website into what seemed like an online boutique selling NEW fashion at dirt-cheap prices. But once clicked, consumers saw the prices were actually the cost of making clothes look NEW with Ariel.
Insights, Strategy and the Idea:
Ariel wanted to break its newest news: Ariel can make old clothes look like NEW.
Just how NEW? This was what we wanted consumers to see. In a cluttered market, where so many detergents were already making noise in above-the-line channels, we knew that we needed a NEW idea in a NEW channel – one that only Ariel could own.
So we partnered with a Laundromat chain, got them to wash their customers’ old clothes with Ariel, then transformed their Laundromats into fashion boutique stores. And from there on, we treated the clothes as if they were brand NEW.