Ariel: Fashion Shoot
Ariel, through P&G Nordic, wanted Saatchi & Saatchi Stockholm to make stain removal exciting for consumers. The brand needed to demonstrate its superior cleaning power on tough stains in an engaging, memorable way. The challenge was to create an interactive experience that would generate buzz, increase brand awareness, and prove Ariel's effectiveness in real-time, driving consideration and purchase.
Creative Idea
Ariel let people remotely stain designer clothes with a robot, then washed them clean on-site.
Ariel created an interactive online game where people could remotely control a robot to stain designer clothes at Stockholm Central Station, then demonstrate their washing detergent's cleaning power by immediately washing the stained garments. The campaign turned stain removal into an engaging, playful experience that highlighted Ariel's effectiveness at cleaning tough stains.
Creative Strategy Deconstructed
Company
Ariel possessed a high-performance detergent technology (Actilift) capable of removing fresh, heavy stains and the brand authority to host a high-profile fashion event.
Category
The detergent category traditionally relies on passive, pre-recorded, and highly staged 'before and after' demonstrations that consumers often view with skepticism.
Customer
Consumers are drawn to the thrill of destruction and the chance to win luxury items, but they need tangible, unedited proof that a product works.
Culture
The rise of real-time digital interactivity and live-streaming allowed for a 'see-it-to-believe-it' transparency that bridged the gap between physical stunts and digital participation.
Company
Ariel possessed a high-performance detergent technology (Actilift) capable of removing fresh, heavy stains and the brand authority to host a high-profile fashion event.
Category
The detergent category traditionally relies on passive, pre-recorded, and highly staged 'before and after' demonstrations that consumers often view with skepticism.
Strategy:
Gamify the destruction of luxury to prove product efficacy through high-stakes, real-time interactive demonstrations.
Customer
Consumers are drawn to the thrill of destruction and the chance to win luxury items, but they need tangible, unedited proof that a product works.
Culture
The rise of real-time digital interactivity and live-streaming allowed for a 'see-it-to-believe-it' transparency that bridged the gap between physical stunts and digital participation.
Strategy:
Gamify the destruction of luxury to prove product efficacy through high-stakes, real-time interactive demonstrations.
Strategy Technique
Attack a Boring Truth
The campaign transformed the mundane task of stain removal into an exciting, public spectacle. By making a boring truth entertaining, Ariel generated buzz and demonstrated its superior cleaning power.
Explore Technique
Creative Technique
Conduct an Experiment
Ariel publicly tested its cleaning claims by having users remotely stain designer clothes and then immediately wash them. This live demonstration proved the detergent's effectiveness in a memorable, interactive way.
Explore Technique
