My Messy Adventure paired a cherished literary legend, Roald Dahl, with a laundry detergent to create an interactive story experience which used mobile technology to encourage children to go outdoors and explore the world around them. An interactive storybook whose storyline changed every time it was read – My Messy Adventure encouraged kids to go outside and get muddy, with the story only continuing if certain tasks were completed.

Featuring multiple Dahl characters from different stories, this was the first time they had all appeared in a single experience - providing amusement, education and positive connotations for the brand, not to mention a story where characters such as James Henry Trotter and Matilda cross paths for the first time ever.

The idea went through the line with 1.4m packs of Persil carrying messaging around our idea – supported by a dedicated website, Facebook activity and a heavyweight PR campaign.

Partnership: Partnered with Roald Dahl Literary Estate (RDLE) to create the world’s first truly Interactive Adventure Story (IAS), using Roald Dahl characters and assets.

The Interactive Adventure Story: An easy to use, web-based application was created, which worked across multiple devices. Mass audiences were able to enjoy the IAS with other family members.

Celebrity endorsement: Gabby Logan, a sports presenter and mother of two, was enlisted as a spokesperson for the campaign and featured in press materials and photo shoot

Media launch event: An exclusive event to unveil the IAS brought to life the campaign for key journalists.

Product press office: Neck hangers produced and placed on Persil small and mighty bottles and seeded to shopper pages alongside campaign activity to drive awareness and build excitement

Blogger engagement: Key bloggers sent Roald Dahl inspired gifts along with product and information about the IAS for them to review and experience first-hand

Sales have increased over and above expectations with a 22% volume uplift.

Over 89,000 people have downloaded and ventured out to play the game. Dwell time on the Persil site has tripled, we’ve reached nearly 3m people on Twitter and over 21m people through Facebook.

Results:

• Increased market penetration for Persil Liquid of 5.4%, for total campaign period vs 2014

• 226 pieces of coverage, with more still to come

• 13 pieces of national coverage

• 13 broadcast interviews delivered, including one TV interview with London Live

• 89% of coverage includes at least one key message

• 83% of coverage includes campaign imagery

• More than 89,000 people have downloaded and experienced the interactive adventure story

• The interactive adventure story has had more than 1.25m page views