Results and Effectiveness:
• 113% increase in sales in the first month
• 300% increase in brand awareness
• 143 news stories in major press and magazines
• Over 8 million views of the stunt online
• Over US$1 million of PR value
Creative Execution: We created the ‘ARIEL Wii Game’. Using Wii technology we created a larger than life fun demonstration to show how easy it is to eliminate tough stains with Ariel. Gigantic T-shirt were hanged up in public areas where passersby were invited to use different stains Wii controllers to stain the clothes then enjoy cleaning with ARIEL wii controller. The event was featured in 143 different media clippings.
TV stations: SHTV, BTV, GDTV etc.
Newspaper: Oriental Morning post, Guangzhou Daily, Beijing Evening News etc.
Magazine: Southern Metropolis Weekly, Metro Weekly, The Bund, Life Style etc.
Website: Fashion Trend Digest, youku.com, baotounews.com.cn etc.
Together, the media help to create awareness of ARIEL in short period of time.
Insights, Strategy and the Idea: Raise awareness of ARIEL in China (a market where its awareness is low). And increase its sales in key cities across the country with a minimal budget. ARIEL is a challenger brand with low awareness. The laundry category is usually perceived as a necessary boring chore so we wanted to find a fun way to bring to life the powerful benefit of new ARIEL’s liquid detergent. We create a game to demonstration of the cleaning power of ARIEL. People have fun with stains but also experience the satisfaction of getting rid of them.
Advertising Agency: Saatchi & Saatchi, Guangzhou, China
Executive Creative Director: Fan Ng
Creative Director: Wendy Chan
Interactive Creative Director: Jonathan Ip, Henry Chu, Tet Chen
Regional Executive Creative Director: Andy Greenaway
Chief Creative Officer: Edmund Choe
Art Director: Ocean Ye, Liu Zhong, Qing, Kobe Yu
Copywriter: Qi Lin
Producer: Dorothy Zeng
Account Supervisor: Ann Jingco, Neel Chaurasia
Account Manager: Sam Wong
Account Executive: Polly Wang
Planner: Angie Ma
Account Executive: Sophia Luo
Photographer: Chen Xi Qiang
