The Brief

To a market always hungry for NEW ways to make their laundry better, Ariel, the Philippines' most superior laundry detergent, wanted to break its newest piece of news: that Ariel can make old clothes look like NEW. Just how NEW? This was exactly what we wanted consumers to see. And we knew we had to show it to them in a way that was really NEW.

Creative Execution

For Ariel Laundry Detergent, getting the country's most trusted Laundromat chain to wash all their customers' old clothes with Ariel then change their Laundromats to look like fashion boutiques selling NEW clothes was a highly-unique way to demonstrate the product's benefit. And to Ariel's market of perfectionist women always wanting to look their best and most fashionable, the use of fashion – both on ground and online -made them more open to seeing and talking about how Ariel makes even old clothes look like NEW.

Describe the creative solution to the brief/objective.

We partnered with a Laundromat chain and got them to wash their customers' old clothes with Ariel to make them look NEW. But we didn't stop there. We turned their Laundromats into fashion boutique stores that appear to be selling NEW clothes. (Only, it's just their customers' old clothes washed with Ariel to look like NEW.) Outside, we displayed mannequins. Inside, we attached fashion tags to the clothes and hung them on display racks. And customers brought home their clothes in fashion bags. Online, we made their website look like a fashion boutique website that appeared to sell NEW clothes.

Results

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, Ariel enjoyed a 16% increase in sales during the time of the campaign. And in grocery surveys, women specifically mentioned this effort as one of the reasons they were convinced that Ariel makes clothes look like NEW.