Monday 15th October 2012 sees the launch of My Ariel, a brand new through-the-line marketing campaign from P&G laundry brand Ariel. The campaign hails a new direction for Ariel detergent and Ariel Stain Remover, marking a departure from the historic demo-led, proof of performance campaigns, to a focus of using storytelling to emotionally engage audiences. This approach recognises the shift in the modern consumer’s expectations of new brand campaigns.
The My Ariel campaign will marry traditional and digital platforms for the first time in the brand’s history.In addition to above the line TV advertising – featuring multiple copies – the My Ariel campaign will be supported by a 360 multi-touch point marketing plan including print advertising, PR & blogger outreach, i-media and the launch of two dedicated social media platforms – a new You Tube channel and Facebook group.
The campaign breaks on air – Monday 15th October – with two My Ariel TV copies running in parallel to each other. Both copies focus on a clothes related parody that we can all relate to; setting up why Ariel is relevant to the consumers and their families.
Lionheart sees two brothers in their flat; the younger one is preparing for a night on the town. He puts on his favourite shirt, his lucky shirt, the one he calls the Lionheart which he washes with Ariel Liquitabs to keep him looking irresistible.
Bad Sport sees a downcast wife sitting on a sofa, she is talking to the camera about how her husband has taken up golf – the camera pans to him sitting in his brightly coloured golfing attire – she tells us that she hates his clothes, that she had hoped they would fade over time but Ariel keeps them looking bright.
There are two more ads to follow – one airing in October 2012 called Semester, which takes a look at a female student and the relationship with her clothes as she prepares for her parents to visit. The second will be launching in January 2013 called New Blouse, and focuses on the dynamics of couple at home – he thinks she spends too much on clothes, she disagrees.
The new My Ariel campaign marks a step change in approach for the Ariel brand. Previously the product itself had been the hero of the advertising, brought to life in recent years through proof of efficacy tests starring male protagonist ‘Phil’ undertaking a variety of ‘laundry challenges’. The My Ariel campaign instead puts the consumer and their “garment” stories at the heart of the communications, a further continuation of P&G’s celebration of consumers and their personal stories as seen most recently with P&G’s Proud Sponsor of Mum’s campaign during London 2012.
Ian Morley, Fabric and Home Care Marketing Director, P&G UK and Ireland explains: “We know that consumers’ purchases today are equally motivated by both the end functional ‘product’ benefit and their emotional connection to brand. Historically, we’ve focused solely on the functional benefit, ‘My Ariel’ is all about drawing that emotional connection too. It speaks to our customers in a way that is relevant to both them and their families – showing how Ariel as a part of their lives, whatever their story.”
He continues: “In its simplest form, the campaign talks to people about what Ariel does for the clothes they care about. It’s very new for the brand but we’re convinced about the impact it can have, particularly as we expand the brand’s presence into all new media channels. With a campaign like this where you are building a more intimate and emotional connection with your audience, social media is a fantastic opportunity. We’re excited by the possibilities it gives to have this more personal dialogue with our consumers about what matters most to them.”
My Ariel has already launched successfully in the US, Spain, France and India with country-specific TV copies that also focus on the role that clothes and specific garments play in relationships.
Brand Union, WPP’s global brand agency, has today announced its appointment by leading luxury hotel group, Shangri-La Hotels and Resorts, to create the new brand and integrated launch campaign for the iconic Le Touessrok resort in Mauritius, following a competitive pitch.
The agency will be responsible for uniting the unique Le Touessrok heritage with the renowned Shangri-La master brand qualities, following the takeover of the resort by Shangri-La earlier this year.
Brand Union will seek to challenge the existing codes of luxury travel adopting a brand-led communications strategy, looking beyond the launch to ensure the brand resonates across every facet of the resort, right through to the guest experience at the hotel.
After you've found the ideal conference venue by searching through Venue Search London, it's time to promote the event to get as many attendees as possible. But marketing a conference or business event is very different today than it was in the past, so merely sending out postcards and a few emails isn't going to be sufficient.
Continue reading for a few helpful tips on how to successfully market your upcoming business event or conference.
The Internet Advertising Bureau (IAB) UK has taken the bold decision to merge the IAB Board and Mobile Board to put mobile at the centre of everything the trade body does.
For the last six years, both groups have played a pivotal role in setting the strategy and direction of the IAB across online and mobile. The board merger reflects the growing importance of mobile to the digital industry as smartphones and tablets are now the most commonly used internet enabled devices
Buying a new smartphone can be tricky, as there’s just so much out there to choose from. Whether you’re considering buying a swanky new iPhone or you just want something simple and basic to text and talk with, there are a lot of different factors that you need to take into consideration when planning on buying a new phone
One of the things that you’ll need to think about is if you want a phone that is unlocked, or do you not mind only ever using it with one mobile phone network. If you’re not sure whether or not you should be going for an unlocked phone for your next mobile handset, we’ve listed some of the benefits here.
St Ives Group, the international marketing services business, has today unveiled impressive financial results for the year ended 31 July 2015. Its strong performance is based on international expansion as well as clients buying into multiple areas of the group, according to chief executive Matt Armitage. Business highlights included in the group's preliminary statement include: [more…]
St Ives Group, the international marketing services business, has today unveiled impressive financial results for the year ended 31 July 2015. Its strong performance is based on international expansion as well as clients buying into [more…]
Ronald McDonald House Charities and award-winning digital agency, Rawnet, today launch a nationwide campaign celebrating the bedtime story.
The Night Light campaign, which comprises of 10 unique story books and a series of new characters to accompany the Charity’s friend – Patch the Night Light, will be rolled out over the next four weeks.
The Royal Air Forces Association, the charity that supports the RAF family, is releasing the first ever Commemorative Medal to pay tribute not only to the airmen, but also the men and women from ground crew, [more…]
After a thorough investigation, a rich gangster finds out that his bookkeeper has cheated him out of $10 million. His bookkeeper is deaf. That was the reason he got the job in the first place. It was assumed that a deaf bookkeeper would not hear anything that he might have to testify about in court. [more…]