Brand Experience and Activation > Use of Promo & Activation
OLYMPIC SHIRT FLAG
ACE SAATCHI & SAATCHI, Manila / PROCTER & GAMBLE / 2013
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
Procter & Gamble wanted to demonstrate Ariel Color’s benefit in a big and compelling way. And with this objective, we saw an opportunity to not only demonstrate the benefit of Ariel Color, but also to raise support for the Philippine Olympic Team at the 2012 London Olympics.
Implementation
We gave Filipinos a chance to be part of the their country’s colors at
the 2012 Olympics by donating a piece of their colored shirt to create
the country’s flag for the Olympics.
Squares were cut from people’s shirts (and replaced with a patch),
washed with Ariel Color, then sewn together to form 12 Olympic-size
Flags which the Philippine Team proudly carried throughout the
Olympics.
The projected response and desired outcome was to generate enough donations to create Olympic-size Flags for all 12 athletes and to rally nationwide support for the Philippine Olympic team.
Outcome
The campaign generated a P50 million sales increase, reached over 4 million online users (Facebook/ Twitter/ blogs) and was widely spread with P1.8 million worth of free media reaching 11 million Filipinos nationwide. It also raised support for the Philippine Olympic Team at the 2012 London Olympics.
Relevancy
Ariel Color is a laundry detergent that keeps colors more vibrant and this campaign clearly demonstrated its benefit by keeping the color of the donated squares vibrant so it can be used to create the country’s flag.
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