FASHION LAUNDRY

TitleFASHION LAUNDRY
BrandPROCTER & GAMBLE
Product / ServiceLAUNDRY DETERGENT
CategoryB02. Consumer Products & Services
EntrantACE 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

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

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

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.

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

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.