Cannes Lions

WASHING POWDER

SAATCHI & SAATCHI DUBAI, Dubai / PROCTER & GAMBLE / 2011

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Outcome

The combined elements of a minimal budget and some manpower proved a winning formula.

With 95% of the letters successfully delivered to women in our selected residential areas, we set about comparing some results: Monthly Ariel sales for all major grocery outlets within the targeted areas were compared pre and post launch of the 'Disappearing Ink' campaign. The average 24% sales increase recorded proved it to be a successful investment for our client...so much so, it is now set to continue throughout Ariel's key markets within the Middle East.

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