BIG STAIN

Gold Spike
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TitleBIG STAIN
ClientPROCTER & GAMBLE
Product / ServiceARIEL
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantSAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA
Entrant Company:SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA
Advertising Agency:SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA
2nd Advertising Agency:HILL & KNOWLTON Shanghai, CHINA

Results and Effectiveness

• 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

Creative Execution

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. The event was featured in 143 different media clippings. Tv stations: SHTV, BTV, GDTV etc Newspaper: Oriental Morning post, Guangzhou Daily, Beijing Evening News etc Magazine: Southern Metropolis Weekly, Metro Weekly, The Bund, Life Style etc Website: Fashion Trend Digest, youku.com, baotounews.com.cn etc Together, the media help to created awareness of Ariel in short period of time.

Insights, Strategy and the Idea

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. Ariel is a challenger brand with low awareness. 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. We create a game to demonstration of the cleaning power of Ariel. People have fun with stains but also experience the satisfaction of getting rid of them.

Credits

Name Company Position
Fan Ng Saatchi&Saatchi Executive Creative Director
Wendy Chan Saatchi&Saatchi Creative Director
Andy Greenaway Saatchi&Saatchi Regional Creative Officer
Edmund Choe Saatchi&Saatchi Chief Creative Officer
Jonathan Ip Saatchi&Saatchi Interactive Creative Director
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