JWI x Ariel - Nano Lab: Immersing Consumers in the Future of Laundry
The Challenge
To raise awareness of the global launch of NANO Pods, Ariel’s latest product innovation.
The Solution
An engaging insight into the future of laundry.
Overview
When Ariel introduced the NANO Pods exclusively to the Middle East market, it wanted a groundbreaking launch campaign to match.
Insight
Inspiration for the creative process was drawn from Ariel’s own approach to product innovation - we wanted the experience to be as groundbreaking as the product itself. NANO Pods combines the convenience of laundry pods with the effective stain removal capabilities of powder detergent - and was launched exclusively in the Middle East. This called for an event which reflected both the innovation and exclusivity of the product. It was also born from our acute understanding of what experiential activations would perform well with the target audiences.
Strategy and Approach
To generate awareness and drive sales, JWI conceptualised, developed and implemented ‘NANO Lab’, a futuristic brand experience which was powered by state-of-the-art technology.
Blurring the line between the virtual and physical realms, the three-day multi-sensory activation immersed more than 16,000 visitors in a gamified journey of product education and discovery. From a 4D sensory booth that captivated visitors in a simulated story, to touchscreen gamification that allowed consumers to create the product themselves, to robots handing out packs of NANO Pods, the brand experience was like no other.
The Ariel NANO Lab was part of an omni-channel launch campaign, encompassing TV, digital, social media and PR.
- 16,000
- target consumers engaged over three days
- 582
- pieces of social media, PR and influencer coverage
- 188
- million total combined reach (across social media, PR and influencer coverage)
About JWI
JWI is an integrated creative marketing agency with a commitment to Go Beyond. Disruptive creativity, powerful strategy and impactful experiences lie at the core of everything we do. Our creative concepts are built upon unique narratives which are crafted to captivate and inspire.
We provide a global outlook, with a targeted mindset. From our offices in London and Dubai, our teams work seamlessly and collaboratively to deploy campaigns globally. We are a collective of experts in our respective fields, united by a care for our clients that is rooted in a care for our craft. JWI’s client-centric approach has been curated with agility and adaptability in mind, allowing us to develop and deliver projects of any size and scale.
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JWI x Ariel: Nano Lab - Immersing Consumers in the Future of Laundry
To generate awareness and drive sales of Ariel’s latest product innovation - NANO Pods - JWI conceptualised, developed and implemented a futuristic brand experience which was powered by state-of-the-art technology.
