Cannes Lions

ARIEL ACTILIFT LIQUID DETERGENT

SAATCHI & SAATCHI, Stockholm / PROCTER & GAMBLE / 2012

Film
Film
Film

Overview

Entries

Credits

Overview

Execution

The concept of Ariel Fashion Shoot was to show off the product's effectiveness in a relevant, transparent and entertaining way. The implementation was a live Facebook game installation at Stockholm Central Station.

During 6 days, anyone living in Scandinavia could remote control a jam-squirting robot via an application on Ariel's Nordic Facebook pages and try to stain over 1,000 pieces of clothing (including designer labels) to win them. When someone succeeded, we washed the garments LIVE with Ariel Actilift in front of tens of thousands of Facebook onlookers and passers-by before sending them home to the winners.

Outcome

- 1.2m people passed the installation on Stockholm Central Station.- 100% of the live gaming slots were filled. A total of 36 hours of live gaming.- 25 000+ new Ariel Facebook fans.- 1,010 lucky winners received newly-washed clothes in the mail, becoming ambassadors of Ariel Actilift’s stain-fighting power.- We reached 35% of the target group in half the time it would've taken with a traditional heavy rotation TV campaign.- The campaign had a media reach of 5m, brought and earned media included. That equals 20% of Scandinavia's population!

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