Ariel - Share The Load|短视频|广告营销案例【ADGuider广告指南】

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阿里尔-分担负荷

案例简介：印度妇女有两份工作，一份在办公室，另一份在家里。他们必须独自做所有的家务。当涉及到烹饪、清洁、洗衣、照顾孩子和男人自己时，女人有完全的责任。而这个人甚至不自己泡茶!或者作为国内领先的洗涤剂品牌洗自己的衣服，Ariel 决定解决这个问题，消除国内性别不平等的文化污点。因此，我们推出了 “阿里尔分担责任”，让洗衣成为所有家务的代表。简要解释这是一个故事，讲述了 Ariel 在面对竞争时，如何通过背弃衣服上的污渍来创造新的更深层次的相关性, 并将注意力集中在国内性别不平等的文化污点上。多年来，该品牌一直领先于印度的高端洗涤剂类别，专注于产品性能和去污。但是随着主要竞争对手 Surf 通过其 “污垢是好的” 运动变得更加相关，对印度城市女性更有新闻价值，Ariel 需要做出回应才能保持领先。我们知道我们的沟通需要通过推动新的当代对话来创造新的更深层次的相关性来推动品牌销售。但我们也知道，模仿竞争不太可能实现这一目标。因此，我们没有为冲浪而战，而是着手解决一个更紧迫的文化问题。分担负担不仅仅是品牌的一个新想法，也是国家的一场社会运动。一个挖掘进步力量的人 -- 隐藏的，但却是地震的 -- 要求印度女性被平等对待和尊重。通过这样做，引发了一场关于家庭性别不平等的影响深远的全国性辩论。挑衅性的内容得到了未经探索的媒体的称赞，如包装、婚姻网站，甚至衣服上被遗忘的洗涤护理标签。结果是我们的运动超过了它所追求的目标。随着 157万名男子承诺分担责任，Ariel 从赢得的媒体宣传中受益 1000万美元。由于购买意向的增加，Ariel 的价值和销量分别增长了 106% 和 105%。

阿里尔-分担负荷

案例简介：Women in India have two jobs, one at the office and the other at home. They have to do all the household chores alone. The woman has the complete onus when it comes to cooking, cleaning, laundry, taking care of the kids and the man himself. While the man doesn’t even make his own tea !or wash his own clothes as a leading detergent brand in the country, Ariel decided to address this issue and wash away the cultural stain of gender inequity at home. And so we launched “Ariel Share The Load”, making laundry a representative of all household chores. Brief Explanation This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focusing its attention on the cultural stain of gender inequality at home.For years the brand had led India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaign, Ariel needed to respond to stay on top.We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.Share the Load wasn’t just a new idea for the brand, it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes.The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefited from USD 10 million in earned-media publicity. Thanks to the resulting increase in purchase intent, Ariel grew value and volume sales by 106% and 105% respectively.