Title | BIG STAIN |
Brand | PROCTER & GAMBLE |
Product / Service | ARIEL |
Category | A01. Event & Field Marketing |
Entrant | SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA |
Entrant Company: | SAATCHI & SAATCHI GREAT WALL ADVERTISING Guangzhou, CHINA |
Sales Promotion/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 |
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 |
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 cleaning power of new Ariel’s liquid detergent. We created the ‘Ariel Wii Game’. We made the world’s biggest T-Shirt and erected it in key outdoor sites across China. We took the Wii console and dressed it up to like bottles: ketchup, mustard, soy sauce, as well as Ariel. People used the Wii consoles to stain the shirt. Those with the Ariel Wii console cleaned the shirt.
• 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
We wanted to demonstrate the cleaning power of Ariel on a scale that nobody had seen before. So we created large outdoor installations. And gave them technology which allowed them to have fun with stains, but also experience the satisfaction of getting rid of them. It raises awareness of Ariel in China (a market where its awareness is low). And increase its sales in key cities across the country.