ARC WORLDWIDE, London / PROCTER & GAMBLE / 2004
Using both ambient and traditional media along the route to Wimbledon, we ensured that everyone going to the Championships were exposed to multiple executions linking Ariel with tennis. The local London Underground station was filled with tube signs that spun like washing machines, while posters, bus-sides and tube cards featured everyday laundry photographed to look like iconic Wimbledon images - hence producing a visual double entendre linking Ariel and the Championships. Each execution invited consumers to visit Ariel’s website, where the relationship between Ariel and brilliantly white tennis whites was further strengthened with information about Henman and the LTA.
During the campaign, traffic to www.ariel.info grew by a staggering 414%. Ariel achieved category leadership for the first time in four years, increasing market share by 5% to become the No. 1 laundry brand for June with a record 26.1% peak value share. As a result, 514 million tablets of Ariel were shipped in June – more than in any other month in history.
PUBLICIS KAPLAN THALER, New york
2013, PROCTER & GAMBLE
OGILVY & MATHER SANTIAGO, Santiago