2011 Winners & Shortlists

The Brief

With the power to tackle even impossible stains, Ariel’s new and improved formula is its most advanced ever. A great claim to work with…yes. But with products like bleach, stain dissolvers, scrubbing brushes, concentrates AND all the other detergent brands each trying to grab a piece of the stain-removing pie, we knew we had to make an impact to gain attention and attract a new set of Ariel users. We were given a minimal budget to encourage product trial with a selected target – behavioural research already showed that most consumers will continue to use Ariel after first use.

Creative Execution

Ariel’s brand strategy of ‘the power of a before your eyes demo’ has helped it to become the leading detergent in the region. While the ‘Disappearing Ink’ letters were always intended as a personal touch to remind our target of the brand, the real power of their content became apparent very quickly, as the letter turned into its very own ‘before your eyes demo.’ With all but a few of the written ink ‘stains’ disappearing from its white surface, the reader was left with a clear yet compelling message, delivered directly to them in the comfort of their own home.

Describe the creative solution to the brief/objective.

We decided to get personal by using our limited resources to maximum effect. If the campaign was successful, it could be implemented throughout Ariel’s remaining markets. Using client demographics for non-Ariel users, we targeted average-lower income residences located near a mall or supermarket. Handwritten letters were then individually addressed and couriered to the woman of the household. On first glance, the letters contained a personal message from the Brand Manager about the benefits of Ariel. However, the delivery of the letters was carefully timed within a certain window, so that 99% of the ink would disappear within the same day.

Results

The combined elements of a minimal budget and some manpower proved a winning formula. With 95% of the letters successfully delivered to women in our selected residential areas, we set about comparing some results: Monthly Ariel sales for all major grocery outlets within the targeted areas were compared pre and post launch of the ‘Disappearing Ink’ campaign. The average 24% sales increase recorded proved it to be a successful investment for our client – so much so, it is now set to continue throughout Ariel’s key markets within the Middle East.