FASHION LAUNDRY

Silver Spike
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TitleFASHION LAUNDRY
ClientPROCTER & GAMBLE
Product / ServiceARIEL
CategoryB02. Consumer Products
EntrantACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Entrant Company:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Advertising Agency:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES

Results and Effectiveness

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, our P&G Ariel clients themselves, informed us that during the time of the campaign, the brand enjoyed a 16% increase in sales. And in grocery surveys, women specifically mentioned this effort as one of the reasons they were convinced that Ariel makes clothes look like NEW.

Creative Execution

We transformed the Laundromats to appear like fashion boutiques selling new clothes. Passersby enjoyed window displays featuring mannequins wearing clothes washed with Ariel so they looked like NEW. Upon entry, there were display racks where newly-washed clothes were displayed. We also provided dressing rooms where consumers to try their newly-washed clothes. Upon payment, clothes were returned with fashion tags attached and inside fashion bags. Online, we transformed their website into what seemed like an online boutique selling NEW fashion at dirt-cheap prices. But once clicked, consumers saw the prices were actually the cost of making clothes look NEW with Ariel.

Insights, Strategy and the Idea

Ariel wanted to break its newest news: Ariel can make old clothes look like NEW. Just how NEW? This was what we wanted consumers to see. In a cluttered market, where so many detergents were already making noise in above-the-line channels, we knew that we needed a NEW idea in a NEW channel. one that only Ariel could own. So we partnered with a Laundromat chain, got them to wash their customers' old clothes with Ariel, then transformed their Laundromats into fashion boutique stores. And from there on, we treated the clothes, as if they were brand NEW.

Credits

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 Copywriter
Janette De Veyra Ace Saatchi & Saatchi Art Director
Lou Santos Ace Saatchi & Saatchi Account Supervisor
Crissy Ancheta Ace Saatchi & Saatchi Account Manager
Carlos Domingo Ace Saatchi & Saatchi Account Manager
Carl Urgino Ace Saatchi & Saatchi Head of Art
Tony Sarmiento Ace Saatchi & Saatchi VP Integration
Rod Alonzo Ace Saatchi & Saatchi Final Artist
Rico Torres Ace Saatchi & Saatchi Final Artist
Mikey Reyes Ace Saatchi & Saatchi TV 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
Rodel Quitain Ace Saatchi & Saatchi Print Producer
Jason Tablante Jason Tablante Photography Photographer