15 August 2011 – To demonstrate the cleaning power of Ariel to the game-loving Chinese masses, Ariel came up with their Big Stain campaign. A campaign in which people were invited to play the ‘stain and clean’ game at shopping malls and other locations across the country.
The ‘stain and clean’ game involved the world’s biggest digital t-shirt and Wii consoles disguised as everyday household items such as bottles of ketchup, soy sauce, mustard and Ariel. Now some people had to trash the giant t-shirt by staining it with their bottles of sauce and others had the challenge to clean all the mess. An immersive experience which showed that there is a fun side to cleaning up stains on clothes.
This campaign resulted in increased sales and brand awereness across China. Also over 140 news stories were shared in major press and magazines. To find out more about this inspiring idea, please have a look at the video.