Cannes Lions

ARIEL ACTILIFT LIQUID DETERGENT

SAATCHI & SAATCHI, Stockholm / PROCTER & GAMBLE / 2012

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Execution

Procter & Gamble Nordic wanted to launch the new formula Ariel Actilift liquid detergent by proving its stain-fighting power.Our solution was Ariel Fashion Shoot: an outdoor live event, an interactive product demo and a live Facebook game, all at the same time, inviting consumers to take part on a massive scale, both in real life and via social media.

We placed a customized industrial robot in a glass cube situated in the middle of Stockholm Central Station. The robot was loaded with ketchup, jam and chocolate milk. Over 1000 pieces of clothing rotated in the roof of the glass box, from basic wear to designer garments from the likes of Marc Jacobs, Vivienne Westwood and See by Chloé.

The rules were simple: aim, stain and win! During one week, participants in Sweden, Norway, Denmark and Finland could remote control the robot via Facebook. If a player was lucky to hit and stain a garment, it was washed live with Ariel Actilift in front of tens of thousands of Facebook onlookers and passers by before being sent home to the winners. All in all, over 1000 concrete proofs of Ariel Actilift’s stain fighting power!1,2 million people passed the installation. 100% of the Facebook gaming slots were filled by over 25 000 new Ariel fans.

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