Title | BIG STAIN |
Brand | PROCTER & GAMBLE |
Product / Service | ARIEL |
Category | A04. Direct Response Digital Media |
Entrant | SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA |
Entrant Company: | SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA |
DM/Advertising Agency: | SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA |
Name | Company | Position |
---|---|---|
Fan Ng | Saatchi&Saatchi | Executive Creative Director |
Wendy Chan | Saatchi&Saatchi | Creative Director |
Jonathan Ip | Saatchi&Saatchi | Interactive Creative Director |
Andy Greenaway | Saatchi&Saatchi | Regional Executive Creative Officer |
Edmund Choe | Saatchi&Saatchi | Chief Creative Officer |
Zhao Yi | Saatchi&Saatchi | Interactive Producer |
Henry Chu | Pill&Pillow HK | Interactive Producer |
Tet Chan | Pill&Pillow HK | Interactive Producer |
Ocean Ye | Saatchi&Saatchi | Senior Art Director |
Liu Zhong Qing | Saatchi&Saatchi | Senior Art Director |
Kobe Yu | Saatchi&Saatchi | Art Director |
Qi Lin | Saatchi&Saatchi | Senior Copywriter |
Dorothy Zeng | Saatchi&Saatchi | Producer |
Rachel Lee | Saatchi&Saatchi | Creative Services Coordinator |
Ann Jingco | Saatchi&Saatchi | Regional Account Director |
Neel Chaurasia | Saatchi&Saatchi | Regional Equity Director |
Sam Wong | Saatchi&Saatchi | Account Director |
Polly Wang | Saatchi&Saatchi | Senior Account Executive |
Angie Ma | Saatchi&Saatchi | Regional Planning Director |
Chen Xi Qiang | Chen Xi Qiang Studio | Photographer |
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. 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.
This is to demonstrate the cleaning power of Ariel. We demonstrate the cleaning power of Ariel on the world’s biggest T-Shirt. We took the Wii console and dressed it up to like bottles: ketchup, mustard, soy sauce, as well as Ariel. People have fun with stains, but also experience the satisfaction of getting rid of them. Raise awareness of Ariel in China (a market where its awareness is low). And increase its sales in key cities across the country.
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 passerbys were invited to use different stains Wii controllers to stain the clothes then enjoy cleaning with Ariel wii controller. Outcome: • 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
• 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