Ariel Softens Your Landing.Our brief was to break through the message clutter in the detergents category and differentiate Ariel Extra Soft from its competition.

A unique branded experience; the first ever use of “pilot announcements” in Turkey.Summer vacations provide our consumers with a break from everyday life filled with housework. Sadly, the vacation comes to an end on the plane ride home since they know that upon arriving home they will be immediately faced with a bag full of dirty clothes!We decided to talk to them on their plane ride home.During the flight, the pilot delivered Ariel’s superiority message and one lucky passenger won an Ariel gift bag to help make her return to home (and laundry) a much “softer” landing.

We’ve made one-to-one contact with 139,000 people, 63,000 of which were females. P&G’s Consumer Market Knowledge department conducted a post-event survey to measure the effectiveness of the effort and stickiness of the message. The results indicated that the activity recall was 100% and 78% of respondents recalled the brand and variant name correctly.