Ariel Colour & Style
- Ariel Colour & Style
- Launch Events
- Boda-bodas, roundabouts & Markets
- Ariel (P&G)
Concept
Ariel Colour and Style Washing Powder keeps coloured items vibrant. It removes tough stains by cleaning deep down into the fibres and also prevents them from setting in.
Had a brainstorm which birthed the concept “Colour Steady Ne Ariel”. The concept “Colour Steady ne Ariel” is a gentle slang and communicates that the colour in your clothes won’t change.
Task
Process
The approach was; disruptive visibility and disruptive engagement.
A convoy of 400 boda bodas used, gave free rides to women shopping from Nakawa and Kamwokya markets. Riders were given reflector jackets, flags, helmet stickers, and balloons while women given free rides were sampled with the product.
The two markets were activated and branded with balloons and bantings. Fliers and samples of products given to every woman engaged, across all the touchpoints used.
Vendors and shoppers were given branded bibs samples, bandanas, and face masks.
2 busy roundabouts were activated with amplified visibility by staging dummy packs of product and having skaters and dancers
Results
Conclusion
Carrying out the launch in markets where clothes are sold and offering free rides from these particular markets created an appreciation for the brand and allowed the brand to create a connection with the consumer.
