Challenge:Laundry detergents: A deeply low-engagement product category impossible to do PR for. Or is it?

Objectives:Prove that the new Ariel Actilift is exceptional in removing tough stains, without boring people.Strategy:Insights show that detergents and washing may be boring, but stains are high-involvement, especially on something you care a lot about, like your favourite designer clothes.The strategy was to let consumers do what they normally don’t to intentionally: stain brand new clothes. By letting the consumers themselves do the staining, we put the new Ariel Actilift to the test.Execution:We turned the boring product demo into a live-gaming experience where people could win the clothes they stained.

For 6 days anyone in Scandinavia had the chance to get in line and control our customised industrial robot via Facebook and try to squirt real loganberry jam, drinking chocolate and ketchup on over 1,000 pieces of clothing passing by at high speed, including designer pieces.

We placed the robot in the most public location we could think of – Stockholm Central Station. The rules were simple: aim, stain and win. When anyone managed to stain a garment we washed it live with Ariel Actilift and sent it to them, stain-free.

Outcome:- Scandinavia’s biggest live interactive product demonstration, ever. 1.2m passers-by;- 25,000 'likes' for Ariel’s pages in 6 days;- 1,000+ people won clothes - and shared the event in social media;- A blogger and media love-fest.

Total reach: well over 5m.

We turned the boring product demo into a live gaming experience where people could win the clothes they stained.

For 6 days anyone in Scandinavia had the chance to get in line and control our customised industrial robot via Facebook and try to squirt real loganberry jam, drinking chocolate and ketchup on over 1,000 pieces of clothing passing by at high speed, designer pieces included.

We placed the robot in the most public location we could think of: Stockholm Central Station. The rules were simple: aim, stain and win. When anyone managed to stain a garment we washed it live with Ariel Actilift and sent it to them, stain-free.

To promote the event, key bloggers and influencers received a personalised press kit with a selected garment along with a URL-address to a film showing their item getting stained, washed, and folded into the box with their name on it.

Scandinavia’s biggest live interactive product demonstration, ever. 1.2m visitors to Stockholm Central Station experienced an Ariel Fashion Shoot over 6 days.Over 25,000 'liked' the Ariel Facebook Pages in Sweden, Norway, Denmark and Finland as a result of the event.Over 1,000 winners successfully stained clothes ranging from high-end designers to basic wear. These were washed live with Ariel Actilift and sent to the winners, most of whom wrote about the event and their win in social media.Media coverage equalled 5m media impressions, 20% of Scandinavia's entire population. We reached 35% of our target group in half the time it would've taken with a heavy rotation TVC campaign.Coverage outside the Nordics exceeded local reach with articles in Advertising Age, Creativity, Creative Review, the FWA to name a few.Ariel now positioned in the Nordics as transparent, fun and engaging!