Hot chocolate, jam and tomato sauce – three culprits that can cause havoc when accidentally spilt on our favourite clothes. Not anymore. This advertising campaign for Ariel washing powder turned the tables on this notion, making these food items three weapons that could win you a new designer garment. Procter and Gamble teamed up with Saatchi and Saatchi to create this fun, online-meets-real-life game. Set up in the middle of Stockholm Central Station, participants were invited to squirt garments with a custom made 'stain gun'. Winners then got to keep the garment.
Though the game was set up in Stockholm Central Station, participants all over Sweden, Denmark, Norway and Finland had the chance to participate... granted they had a Facebook account. An application on the Ariel Facebook Page enabled one user at a time to try their hand at the game, which was broadcasted online using webcams. Successfully squirting one of the garments moving past the gun at high speed won the player the item, which was washed with Ariel washing powder and delivered – free of charge and free of stains.
The Green Room Verdict: There aren't many online games or competitions that can have a live audience, but combining the offline element with this campaign meant gaining plenty more exposure. By simply providing the garment as a prize, winners also get to see the results of the Ariel washing powder first hand. The live installation was in action for 6 days and had 1,000 pieces of clothing to give away.
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