Procter & Gamble intends to bring their premium brand Ariel closer to their consumers, to intensify relations and gain higher identification.

Task: • Identify clients and build relationship (target approximately 15-18,000 qualified clients).

• Communicate product advantages more profoundly than ever with image ads (which product for given problems?)• Prove competence and offer service (more than just selling products).

Identify a maximum of users at minimum cost. Medium: 'Freshly Cooked' (bi-monthly magazine produced by Austria's biggest supermarket chain). Circulation 250,000.

By imitating a famous TV series called 'File Code XY Unsolved' we created print advertorials ('Washing Label XY Unsolved') with tricky cases like the 'Chocoholic Case' or the 'Marmelade Monster' aiming at personal involvement of readers. Like most accidents some other strange things happen at home every day. It pays off to think about a solution, only possible with a lot of product know-how. Useful hints are rewarded with a 'stain detective set', the best 'detectives' with washing maschines or P&G products.Respondents are entered onto the customer relations marketing database.

Average response at about 4%, by assuming 200,000 magazines distributed.Sept/Oct 2002 edition: 11,245 (5.62%!!)Nov/Dec 2002 edition: 7,987 (3.99%)Jan/Feb 2003 edition: 7,529 (3.76%)The target of 15,000 clients for the database was surpassed after the second run, finally it was 70% above target!

Total costs of €48,000 will result in CPR of approximately €1.6.Response rates on print ads higher than 1% are sensational. People showed high appreciation to this approach differing positively from the 'whiter than white' communication. The strategy proved successful.