Ariel Fashion Shoot

Objective

Ariel sought to demonstrate the power of its Actilift detergent through a playful, shareable interactive experience. The campaign leveraged Stockholm Central Station's high foot traffic to reach millions of Swedish and Scandinavian consumers, transforming the product's core function—removing tough stains—into an engaging, memorable activation that encouraged participation and social sharing via Facebook.

Solution

An interactive robot loaded with staining agents (ketchup, drinking chocolate, lingonberry jam) was housed inside a large glass cube at Stockholm Central Station. Participants controlled the robot via Facebook to aim and shoot colored liquids at designer garments moving on a conveyor belt. Stained items were immediately washed on-site using Ariel Actilift, demonstrating the detergent's effectiveness in real time. Randomly selected participants received the freshly washed designer clothes by mail as prizes. The installation ran for 6 days and could be controlled remotely by players across Sweden, Denmark, Norway, and Finland via the Ariel Facebook page.

Results

The campaign won a Webby Award among other accolades.