Credits & Description:
Advertiser PROCTER & GAMBLE
Product ARIEL LAUNDRY DETERGENT
Entrant STARCOM Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: Use of Ambient Media: Large Scale
Title: PAINTING THE TOWN WHITE
Advertiser/Client: PROCTER & GAMBLE
Product/Service: ARIEL LAUNDRY DETERGENT
Entrant Company: STARCOM Dubai, UNITED ARAB EMIRATES
Media Agency: STARCOM Dubai, UNITED ARAB EMIRATES
Name Company Position
Amine Abou Ajram SMG AOR Planning Manager
Omneya Nabil SMG Senior Media Executive
Hisham Ahmed SMG Senior Media Executive
Ghada Fawzy SMG Regional AOR Director
Ahmed Abuel Nassr SMG Media Manager
Results and Effectiveness:
The results were as bright as the walls: - HIGHEST accumulated sustained growth of 13%. - Brand recall skyrocketed with 80% (vs. traditional advertising in rural areas). - 12.8% increase in average attribute scores with connections like "Brand I can trust", "good cleaning on everyday dirt", "provides superior whiteness", and "someone close to me". - HIGHEST ROI, with an ROI index of 269%. Good deeds do not go unnoticed and Ariel’s transformation of villages created a deep love for the brand. A hundred villages asked Ariel to paint their town white next year.
To achieve this feeling of bright, clean paradises, Ariel used white paint to redecorate the exteriors of 100 villages across Egypt’s Delta regions that were covered in dirt, dust and riddled with fatigued surfaces. Local transportation carts, tuk-tuks, provided an ideal OOH placement, as the medium was non-existent throughout these communities. This campaign turned run-down homes into gleaming, brilliant white-walled villages, which is the same bright and flawless treatment achieved when using Ariel detergent with garments.
Insights, Strategy and the Idea:
What do you do when you are challenged with connecting a brand with consumers and no medium exists? You create one. With both the challenge and the opportunity providing a springboard, Ariel Washing Detergent decided to portray its cleaning power with gleaming white walls throughout remote villages in rural Egypt. These bright, unpolluted areas transformed the communities into sparkling oases and resulted in lasting impressions on consumers, who linked the rennovation of their villages to Ariel’s product benefits.
The Ambient Advert titled AINTING THE TOWN WHITE was done by Starcom Mediavest Group Dubai advertising agency for product: Ariel (brand: Ariel) in United Arab Emirates. It was released in the Oct 2010.