2010 Winners & Shortlists

The Brief

Launch Ariel’s totally new category benefit of protection against tough "sticky" stains whereby driving performance superiority and establishing Ariel's edge over other premium detergents. Through research we were able to establish that for people, a stain is a lot more tougher to remove when it is deep penetrated into the fibers of the fabric. Where this may be true, the challenge was to communicate a potentially confusing and unbelievable benefit to the audience in a simple manner.

Creative Execution

By creating an idea that combines the product’s true benefit with a piece of useful stationary, the brand was exposed to a majority households and able to demonstrate in an unexpected and fresh medium not only its ease of cleaning bringing it to the consideration list of mums when next purchasing a detergent.

Describe the creative solution to the brief/objective.

Create erasers that look like small packs of New Ariel Pro-Zim 2 and give them out to young children at local junior schools and Nursery’s where mum’s play a major role in their children’s education. The erasers make Ariel synonymous with "easy cleaning";, demonstrating to mums that with Ariel it is as easy to tackle tough stains as rubbing them off.

Results

While there are no measurable results behind this awareness initiative within the campaign, this creative solution contributed to the launch of Ariel's new formula with the entire campaign comprising of messages across various mediums bringing a 3 point share gain to Ariel in KSA's highly competitive market. This is very significant as Ariel had been relatively flat in terms of market share over the last 2 years.