Cleaning your clothes is a whole lot more interesting when it becomes a wii game.The washing powder brand, "Ariel", is a cleaning material used on clothing in China. Unfortunately sales within the last year have dropped dramatically. As a result, the brand's owner, Proctor and Gamble, recently hired Satchi & Satchi to help restore the cleaning powder's image.
The creative minds of the team met together and began conquering the task at hand.
Their first step: create the worlds largest t-shirt.
Step two: Hang the gigantic white t-shirt in 16 cites across China's biggest cities.
Step three: design a nintendo game on the Wii. Place controls within various condiment bottles (mustard, ketchup, soy sauce) Also place one control in the Ariel cleaner bottle.
Step four: Let the people play.
All over China, crowds gathered to participate in the staining and cleaning of these gigantic shirts. People in each age group enjoyed the thrill of placing color on these spotless shirts, and then watching in awe as the cleaner perfectly removed it.
According to Ariel reports, the results were remarkable:
"113% increase in sales in the first month, 300% increase in brand awareness across China, 143 news stories in the major press and magazines, over 8 million views of the activity online, and over $1 million dollars of PR value."
Thanks to a clever team and some gigantic t-shirts, the Ariel brand is again in the cleaning business.
For more information on China's new invention, visit:
http://advertising.chinasmack.com/2011/ariel-china-big-stain-with-nintendo-wii.html
No comments:
Post a Comment