To demonstrate the benefits of using Ariel PODS and disrupt consumers’ perceptions of laundry, one of life’s biggest chores.
To create an immersive campaign which demonstrated the benefits of using Ariel PODS in an entirely new way.
JWI was appointed to launch Ariel PODS in the Middle East, and to position the product as a fun and dynamic laundry game-changer.
We were inspired by Dubai’s thriving arts scene, and regional appetite for immersive experiences that engage and inspire. The resulting campaign was a celebration of creativity and colour, located in the heart of one Dubai’s most popular outdoor destinations.
Strategy and Approach
JWI collaborated with local digital artists, to commission art pieces which were integrated with AR technology. This created an immersive, one-of-a-kind ‘gallery’ experience that also showcased the 3-in-1 benefits of the PODS. At the height of COVID restrictions, visitors safely scanned the artwork using their personal mobile device to experience the PODs’ benefits in a whole new way. The customer journey continued by offering visitors a free sample of Ariel PODs, along with a coupon to redeem on their next purchase in-store.
This campaign was supported by an integrated public relations and influencer marketing strategy which, ultimately, made art accessible to all.
- increase in social engagement
- 12 million
- million people reached through PR coverage
- increase in sales over the next three months
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.
JWI x Ariel: PODMOB - Creating Immersive Art with Ariel PODS
JWI was appointed to launch Ariel PODS in the Middle East, and to position the product as a fun and dynamic laundry game-changer. The resulting campaign was a celebration of creativity and colour, located in the heart of one Dubai’s most popular outdoor destinations.