Cannes Lions

ARIEL LAUNDRY DETERGENT

STARCOM MEDIAVEST GROUP TURKEY, Istanbul / PROCTER & GAMBLE / 2008

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

This is Your Captain Speaking ...

During the flight, in the format of “your captain is speaking” announcements, the pilot delivered Ariel’s superiority message. Also, one lucky passenger was selected to win an Ariel gift bag filled with products to help make her return to home (and laundry) a much “softer” landing. After the pilot made the announcement, one of the airline hostesses walked down the aisle to hand deliver the Ariel gift to the lucky winner, capturing the attention of everyone on the plane.

Outcome

We’ve reached 139.000 people, 63.000 of which were females. P&G’s Consumer Market Knowledge department conducted a post-event survey to measure the effectiveness of the effort and stickiness of the message. The results indicated that the activity recall was 100%, and 78% of respondents recalled the brand and variant name correctly.

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