Direct > Product/Service
20°C MAILING
SAATCHI & SAATCHI, Frankfurt / PROCTER & GAMBLE / 2007
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Ariel Coldactive cleans your laundry at just 20 °C. A benefit that had to be communicated in a surprisingly convincing way. At the same time the mailing should help sell more Ariel Coldactive.
Outcome
The mailing itself could be used as a voucher for a discount on Ariel Coldactive. More than 15% of them were actually returned for the discount.Many clients called Ariel to express how much they liked the mailing.
Solution
We sent a mysterious mailing containing a black piece of cloth, an unbranded bag of Ariel Coldactive washing powder, along with a message to wash the cloth at 20 °C. The trick: after washing the cloth, it turnspure white, literally revealing the benefit of Ariel Coldactive: It's that easy to get your clothes pure and clean at only 20 °C.
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