Ariel’s core communications message is "superior cleaning" so the idea is, at heart, a neat demonstration of this power. The media in this case is brand new, which always increases impact. The fact that the message is tied inextricably together with the media drives impact further still and means that the communication surprises, engages and communicates in one hit.

Amount spent was just £2,000, and the sites themselves were free - at an estimated footfall from the three sites to be 100,000 in one day, that will last for years, it would be very difficult to find another more financially effective form of media. Trade press interest as well.