Softening the landing

DESCRIPTION

Ariel Extra Soft wanted to break through the message clutter in the detergents category and differentiate itself from competition.
Its target group was Turkish housewives, a demographic who usually spend most of their time at home, where there are limited effective contacts other than TV to reach them. Ariel literally had to think outside of “the box”.
The insight was that most of its target audience enjoyed flying to coastal regions for summer holidays with their family as a much-needed break from housework. Sadly for them, the vacation swiftly comes to an abrupt end when upon arriving home they are immediately faced with a bag full of dirty clothes.
Based on this insight, Ariel’s communication goal was that “Arıel softens your landıng” – reaching the target at the moment the vacation ends and the reality of normal life returns. So it decided to talk to them on the plane ride home.
It identified the flight schedules and routes when the targets were most likely on their way home and announced Ariel Extra Soft’s superiority in thıs completely “non-cluttered” environment, creating the country’s the first-ever use of pilot announcements for brand messages.
During the flight, in the format of “This is your captain speaking” announcements, the pilot delivered Ariel’s superiority message. One lucky passenger was then selected to win an Ariel gift bag filled with products to help make her return home a much “softer” landing. After the announcement was made, an airline hostess walked down the aisle to hand-deliver the Ariel gift bag to the winner, capturing the attention of the whole plane.
The aeroplane campaign reached a total of 139,000 consumers, 63,000 of whom were female. A follow-up survey recorded the activity recall at 100%, with 78% of respondents recalling the brand and variant name correctly.

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