Title | FASHION LAUNDRY |
Brand | PROCTER & GAMBLE |
Product / Service | LAUNDRY DETERGENT |
Category | A02. Best Use of Merchandising/In-store Marketing |
Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
Sales Promotion/Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
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 |
Ariel Laundry Detergent makes clothes look like NEW. We wanted to show consumers just how NEW, in a way that had more impact than the usual in-grocery product demonstrations and sampling that all other brands in the laundry category do. We needed to come up with an idea that was genuinely NEW as well.
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.
This campaign 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.
Ariel Laundry Detergent makes clothes look like NEW. This is a breakthrough benefit that no other laundry detergent in the Philippines can claim. The method of promoting it should showcase just how NEW that benefit is. Tying up with a Laundromat chain, having them wash customers' clothes in Ariel to make them look new then transforming their Laundromats into fashion boutiques is very much relevant to the target market because we talk to them at a time they are most concerned about laundry and in a place where they could immediately check just how true the benefit is.