Campaign details
Brand: ArielBrand owner: Procter & GambleLead agency: MediaCom Connections Israel, Stern Ariely CommunicationCountry: IsraelIndustries: Laundry productsMedia channels: Online video, Print - general, unspecified, Social mediaBudget: Up to 500k
Executive Summary
To justify Ariel's premium price, the nation's most demanding target audience were solicited to hand in their toughest to clean clothes. Upon receiving their clothes back "clean like new" their surprise and awe lead to the creation of authentic and organic consumer generated content, defending Ariel against low-cost rivals and boosting market share by 24%.
All products...