17/07/2011
Ariel Philippines Wins Cannes Media Lion Award!
Procter & Gamble, the manufacturer of Ariel detergent, recently bagged the Bronze Media Lion award for best consumer engagement at the 58th Cannes Lions International Festival of Creativity for its Cleans Like New campaign.
The campaign busted the believability barrier on Ariel’s Cleans Like New benefit via recommendation from laundry and clothing experts. Ariel, through the help of Campaigns PR Inc., P&G’s public relations agency on record, partnered with Metropole Laundry & Dry Cleaners Inc., the country’s largest chain of laundromats, and Bench, the country largest clothing retailer, to drive the idea that even experts are confused between a new shirt and a shirt washed with Ariel. This was done through ex*****ons across various touchpoints such as television, print and in-store merchandising in Metropole and Bench branches.
One such ex*****on was when Ace Saatchi & Saatchi, Ariel’s creative handling agency, transformed the stores of Metropole Laundry & Dry Cleaners Inc. to appear like fashion boutiques selling new clothes in a campaign called Fashion Laundry. Passersby enjoyed window displays featuring mannequins wearing clothes washed with Ariel so they looked like new. Upon entry, there were display racks where newly washed clothes were displayed. Dressing rooms were also set-up within the store premises for consumers to try their newly washed clothes. Upon payment, clothes were returned with fashion tags attached and inside fashion bags. Ariel has helped transform the world of washing, and the Cannes Media Lion Award, is a testament to how Ariel is a leading and innovative brand.
