
Ariel Fashion Shoot
Procter & Gamble Nordic
Issue 23 | June 2012
Agency
Saatchi & Saatchi Stockholm
Creative Team
Art Director: Gustav Egerstedt, Lisa Engardt; Copywriter: Petter Dixelius; Designer: Maria Wester; Creative: Erik Hiort af Ornas; Creative Director: Adam Kerj
Production Team
Digital Production: B-Reel; Film Production: B-Reel Films; Event Production: Atomgruppen; PR: MS&L; Media: MediaCom; Backend Technology: Emunity
Other Credits
Account Manager: Maria Lindskog Klasen, Charlotte Tibbelin, Jenny Larson; Business Director: Tom Hedstrom, Per Jaldeborg;
Date
September 2011
Background
P&G Nordic wanted to launch 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 the brand's latest stain-fighting formula and create a fan-base for future Facebook activities.
Idea
Ariel Fashion Shoot was the biggest and most interactive product demo in detergent history. It was an outdoor event, an interactive competition and a live Facebook game all at the same time.
During the week of the campaign, anyone living in Scandinavia could control a
jam-squirting robot placed in Stockholm Central Station and try to shoot stains onto exclusive clothes.
Whenever an item of clothing received a direct hit, it was washed live with Ariel Actilift in front of tens of thousands of Facebook onlookers and over 1 million curious commuters before it was packed and mailed to the lucky jam-shooter.
Results
1,2 million people passed the installation in 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.
1010 lucky winners received a freshly-washed item of clothing in the mail becoming brand ambassadors for Ariel Actilift's stain-fighting power.
35 % of the target group was reached in half the time it would have taken with a traditional TV campaign.
5 million people, or 20% of the population of Sweden, were reached through both bought and earned media.
Our Thoughts
For what I would think to be not a lot of money, Ariel got some huge exposure by cleverly showing the fun side of clothes cleaning. And by giving it the clever twist of putting online participants in control, they tweaked their image into being a forward-thinking brand.