P&G wanted to launch the new formula Ariel Actilift liquid detergent by proving its stain-fighting power.

Target audience: women 35+.

- Secondary target: anyone who does laundry.Goal: get Nordic consumers involved with the Ariel brand and create positive attention for ourlatest stain-fighting formula.Ariel Fashion Shoot was the biggest and most interactive product demo in detergent history. For 6 days participants in Sweden, Norway, Denmark and Finland could control a customised robot loaded with ketchup, jam and chocolate via Facebook and try to stain designer clothes to win them. The robot was placed inside a glass box in Stockholm Central Station. When a player was lucky to stain one of the 1010 garments, it was washed live with Ariel Actilift in front of tens of thousands of Facebook onlookers and passers by before being sent home to the winner. All in all, over 1000 'proofs' of Ariel's stain-fighting power!

Ariel Fashion Shoot was a live event that took place on Scandinavia's two biggest meeting spots simultaneously: Stockholm Central Station and Facebook. During six days, people all over Scandinavia could remote control a jam-shooting robot via Ariel’s Nordic Facebook pages and try to stain designer clothes to win them. The robot was placed in a glass box in Stockholm Central Station. The rules were simple: aim, stain and win! All stained clothes were washed LIVE with Ariel Actilift and sent to the winner’s home.The external media strategy was extremely single minded - direct people to Ariel's Nordic Facebook pages and let them interact with the brand LIVE.Campaign channels:- Ambient installation at Stockholm Central Station.- Facebook Application.- VIP kits to influential fashion bloggers including personal URL:s and films.- Live stream video banners- Web teaser trailer / TVC- Facebook video ads

- 1.2 million people passed the installation on Stockholm Central Station.- 100% of the live gaming slots were filled. A total of 36 hours of live gaming.- 25 000+ new Ariel Facebook fans.- 1010 lucky winners received newly washed clothes in the mail, becoming ambassadors of Ariel Actilifts stain-fighting power.- We reached 35 % of the target group in half the time it normally takes for P&G with a traditional heavy rotation TV campaign.- The campaign had a media reach of 5m, brought and earned media included. That equals 20% of Scandinavia's population!- Ariel was the most talked about detergent brand in Scandinavian social media channels during the campaign. Often mentioned in association with stain-removal.