Ariel washing powder is a laundry detergent specially formulated to keep whites looking whiter for longer. Ariel asked us to make people aware of this during the summer of 2004. So we asked consumers what defined whiteness for them during a British summer. And they told us – Tennis at Wimbledon. Therefore our objectives were to link Ariel, whiteness and tennis together. We achieved this by implementing our ‘Championship Whites’ campaign, both before and during the two weeks of the Wimbledon tennis championships, to capitalise on the great interest in tennis in the UK at this time.

An on-pack ‘free tennis lesson’ promotion went live during May supported by TV. This was followed by Ariel Tennis Ace – a search for future champions. Outdoor and ambient executions marked the start of Wimbledon by focussing on the journey to the tournament from Central London, ‘cocooning’ people within the ‘Ariel Championship Whites’ message. Waterloo Station and Underground trains were both heavily branded. Southfields – the destination station for the Championships – was transformed into Centre Court, with noisy crowds, umpires, paparazzi and stands for people to have photos taken holding an Ariel trophy, to make them ‘Feel Like a Champion’.