BIG STAIN

TitleBIG STAIN
ClientPROCTER & GAMBLE
Product / ServiceARIEL
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantSAATCHI & 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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 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

Explain why the method of promotion was most relevant to the product or service

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.

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