Within Ariel “Turn to 30C” campaign, we fully leveraged all touch points related with energy saving.Alliance with Government’s electricity distribution company to distribute Ariel’s energy-saving informative leaflets attached to electricity bills.Alliance with General Electric where energy-saving Light Bulbs bundled toAriel packs.In Internet, designed Nob-shaped banner. When consumers clicked, Nob came from 90C to 30C and simultaneously, whole website colour lighted up to emphasize energy-saving benefit and directed consumer to our website where an educational content and advergame existedOn TV, created tips&tricks content about energy-saving and by incorporating “Green Screen” content.In newspaper, created syndicated content by showing golden rules of energy-saving.DM support has given in malls and popular squares to inform about Energy-saving with Ariel, with a game.In stores, strong visuals with claims were used; “Wash 5 loads vs. 1 using the same electricity” and “Use Ariel to achieve impeccable cleaning at 30C rather than 90C”

Remarkable results in terms of both business and communication were achieved.Shipments increased by 22%, reversing the downwards trend in market share.Ariel Attribution of “Laundry Brand Provides Best Laundry Results Even At 30c” has increased from 19% to 32% in just 2 months.Copy performance: Copy received above category average awareness score of 69% ( vs. 52% cat. avg) and 68% correct attribution ( vs. 36% cat. avg.)Benefit recall and attribution is high: 40% awareness of “Provides Best Laundry Results Even At 30C” (vs 34% in July); 80% attribution to Ariel vs. 9% to Omo.