We considered simply handing out Ariel detergent samples, but that commonplace tactic was likely to be forgotten quickly.

Then we thought what if – as returning vacationers stared blankly at the baggage claim awaiting their luggage – they saw baskets of clean, colourful clothes making their way down the conveyor belt? What if those baskets were labelled with the words, “Your vacation clothes are clean and colorful like new with new Ariel?” What if the baskets were accompanied by free packs of Ariel detergent?

That would be different. That would grab people’s attention. That would resonate with prospective consumers once they got home and used their free package of Ariel – to clean their vacation clothes and ease their transition back to “real life.” Suddenly, the transition from vacation would seem a little brighter.

In total, we exposed 1.5 million post-vacationers to our creative execution in Turkey, with an estimated more than a thousand of them taking packages of Ariel.At the end of the campaign, Ariel’s share grew by promising 2%, in a pretty stable market environment, all behind colour variant.Execution created a real buzz in social media. We quintupled Ariel mentions in Twitter in just one month. It is very extraordinary situation considering the laundry category that was hardly tweeted about.