Integrated Marketing Campaign

Bronze
CAMPAIGN
Ariel - Share The Load
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focussing its attention on the cultural stain of gender inequality.
 
For years the brand had lead India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaigns, Ariel needed to respond to stay on top.

We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.

Share the Load wasn’t just a new idea for the brand; it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. It challenged men to liberate women from the obligation of doing the laundry to show that women should be treated as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.

Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. 

The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in brand relevance parameters and purchase intent, Ariel enjoyed a remarkable 60% value share increase.
CAMPAIGN
The Emotional Trailer
AGENCY
McCann
CLIENT
Melbourne International Film Festival
BRAND
Melbourne International Film Festival
DETAILS
The Melbourne International Film Festival (MIFF) has a devout fan base of advocates who return each year to the festival. While overall tickets sales to the festival grew in 2014, growing this core fan base in 2015 was critical to the festivalís future success. But with the diversity of international and alternative cinema on offer, itís not always easy to share the MIFF experience. So we created an emotion simulator that transcended language barriers, allowing fans to experience the emotion of a film before they saw it. Using the universal language of emotion, the campaign created a new emotion-based vernacular that enhanced fan engagement, drove social advocacy and achieved record-breaking ticket sales by growing the subscription membership fan base.
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters