20°C
Procter & Gamble
Issue 4 | July 2008
Agency
Saatchi & Saatchi
Creative Team
Florian Pagel, Eberhard Kirchhoff, Folker Wrage - Creative Directors;Anna-Marina Pirsch - Art Director;Philipp Böttcher - Copywriter;Burkhart von Scheven - Chief Creative Officer
Production Team
Rahel Wendt (Rent a Wendt)
Other Credits
Jutta Meyer, Stefan Meier - Marketing, Procter & Gamble;Marion Huwatscheck, Rona Schütt - Account Management
Date
August - September 2006
Background
Ariel Coldactive cleans your laundry at just 20°C. Saatchi & Saatchi were tasked with communicating this benefit in a surprising and convincing way at the same time as increasing sales of Ariel Coldactive.
Idea
They sent a mysterious mailing containing a piece of black cloth, some unbranded Ariel Coldactive washing powder along with a message to wash the cloth at 20°C. The trick: after washing the cloth, it turns pure white, literally revealing the benefit of Ariel Coldactive - it’s that easy to get your clothes pure and clean at only 20°C.
Results
The mailing itself could be used as a discount voucher, of which 20% were redeemed. In addition, many clients called Ariel to express how much they liked the mailing.
Target Audience
Women, aged 30 to 45 years old
Size
100 mailings
Our Thoughts
This doordrop looks like a test but I hope the results persuade Proctor & Gamble, usually big advocates of TV, that there are other ways to build their brands. Would you read the little tag and follow the instructions? Well, 20% of the target group did all that and claimed their discounts on their next purchase.