Title | FASHION LAUNDRY - ARIEL |
Brand | PROCTER & GAMBLE |
Product / Service | ARIEL |
Category | A09. Environmental Design |
Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Design/Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Andrew Petch | Ace Saatchi & Saatchi | Executive Creative Director |
Trixie Diyco | Ace Saatchi & Saatchi | Creative Director |
Bia Fernandez | Ace Saatchi & Saatchi | Associate Creative Director |
Bia Fernandez | Ace Saatchi & Saatchi | Copy Writer |
JanetteDe Veyra | Ace Saatchi & Saatchi | Art Director |
Carl Urgino | Ace Saatchi & saatchi | Head of Art |
Tony Sarmiento | Ace Saatchi & Saatchi | VP Integration |
Rico Torres | Ace Saatchi & Saatchi | Final Artist |
Rod Alonzo | Ace Saatchi& Saatchi | Final Artist |
Crissy Ancheta | Ace Saatchi & Saatchi | Account Manager |
Carlos Domingo | Ace Saatchi & Saatchi | Account Manager |
Lou Santos | Ace Saatchi & Saatchi | Account Supervisor |
Mikey Reyes | Ace Saatchi & Saatchi | Producer |
Rodel Quitain | Ace Saatchi & Saatchi | Print Producer |
Gen Lizares | Ace Saatchi & Saatchi | Business Development Director |
Kiko Torno | Ace Saatchi & Saatchi | Event Director |
Aya Gonzales | Ace Saatchi & Saatchi | Event Manager |
Telly Arce | Ace Saatchi & Saatchi | Head of Broadcast |
Jason Tablante | Jason Tablante Photography | Photographer |
Mainstream media wasn’t enough to let potential consumers experience the product benefit of keeping laundry looking like new. We wanted to demonstrate it in such a way that consumers would want to interact and talk about Ariel.
Ariel laundry detergent keeps laundry looking like new. We wanted consumers to experience this benefit in a new way.
We decided to make our consumer’s laundry look like new. And we don’t just mean their clothes. We partnered with the most trusted laundry chain in the Philippines- Metropole- and turned their laundries into a place people go to for new clothes, Fashion Boutiques. We did the same online. We created online ads promoting the latest fashions at ridiculously low prices. Once clicked, the ad lead you to the Metropole website where you see that the price was really the cost of having that garment washed in Ariel.
Sales rose by 16% - a new record. And gained free publicity on TV, radio, print and online.