Fashion Shoot
- Brand
- Ariel
- Year
- 2011
- Objective
- Engagement
- Industry
- Retail
- Mechanic
- Arcade & Action
- Platform
- Installation
- With
- Feels Like
Objective
Ariel was launching its Actilift formula and needed to prove it could beat tough stains — a hard sell in what one of the campaign's creative directors called a low-engagement category. Instead of another demo commercial, Procter & Gamble Nordic wanted to stage the stain test live and let the public cause the mess themselves. Stockholm Central Station supplied the foot traffic, and Facebook carried the game to Sweden, Norway, Denmark, and Finland.
Solution
Players opened the Ariel app on Facebook, waited for their turn, and watched a live video feed from inside a glass cube built in Stockholm Central Station, where an industrial robot arm stood loaded with ketchup, chocolate drink, and lingonberry jam. When their slot came up, they took control of the robot for 30 seconds and three shots — one per substance — aiming at designer clothing moving past it on a rail. Landing a hit was a win: the stained item was washed on the spot with Ariel Actilift in front of the camera and the commuters watching through the glass, then dried and mailed to the winner. Prizes ran to pieces from See by Chloé, Vivienne Westwood, and Hugo Boss.
Results
1.2 million people passed the installation at Stockholm Central Station, and every available gaming slot was filled across 36 hours of live play, producing 1,010 winners who received a freshly washed item by mail. The Facebook app drove over 25,000 new followers to Ariel's page, and the campaign reached 5 million people overall through paid and earned media — 35% of the target demographic in half the time television would have needed.
- 1
The player discovers the campaign through live-feed banners, press, and Ariel's Facebook page, then opens Ariel Fashion Shoot, a custom Facebook app tied to a live, real-world game.
- 2
The player joins a queue for a playing slot, since the game runs live in real time on a fixed installation schedule with a limited number of turns available.
- 3
Once a slot comes up, the app streams live video from a glass cube at Stockholm Central Station, where an industrial robot arm stands beside a line of garments, from basics to designer pieces, moving past it.
- 4
The player takes remote control of the robot and aims it at the moving garments, firing three shots in 30 seconds, one each of ketchup, chocolate drink, and lingonberry jam, with each shot a real jet fired at a real item; a hit wins the garment, a miss lets it move on.
- 5
The stained garment is washed on the spot with Ariel Actilift, visible live on camera and to onlookers at the station, and the player watches the wash result.
- 6
The cleaned, dried garment is packaged and mailed to the winning player's home.
