Objectives

• To generate incremental trial and sales of Ariel in Tesco stores.
• To enhance the association of Ariel with tennis and the Lawn Tennis Association.
• To make significant inroads into the key competitor's core market.
• To build on previous 'Championship Whites' campaigns and create a point of difference for Ariel in a market of perceived parity.

Strategy

• To target AB mothers with children aged 5-12 who research indicated had a high interest in tennis.
• To make Ariel synonymous with keeping tennis whites white, building on research that indicated consumers perceive this as a torture test for any detergent.
• To develop an alliance with the Lawn Tennis Association that would emphasise the brand's strong juxtaposition with playing tennis.
• To create an added value in-store promotion offering a reward for every purchase of Ariel.

Elements

• Design and artwork.
• Print and production.
• Agreement for use of Tim Henman on promotional materials.
• POS distribution.
• LTA agreement.
• Radio advertising.
• Recruitment of coaches.
• Response management.

Techniques

• Free

Mechanics

Discount offer

• Radio advertisements and in-store POS invited consumers to purchase any Ariel product in Tesco and claim a free tennis lesson.
• Following purchase consumers mailed their till receipt and a C5 stamped addressed envelope to the offer address.
• Only one application per person was permitted and any one under the age of 18 required the signature of a parent or guardian.
• Households were able to submit multiple applications (for other members of the household) provided each claim was accompanied by a separate proof of purchase.
• Applicants received a booklet containing a directory of participating LTA coaches and a voucher for a free one-hour tennis lesson.
• Applicants selected their coach and then telephoned him/her to book a lesson stating that they had an Ariel Free Tennis Lesson voucher.
• The voucher was valid until 30 June 2004.

 Materials

• Hanging banners.
• A5 leaflets.
• Shelf barkers.
• Display shippers.
• Directory/voucher booklets.

Results

• The campaign resulted in a 38% sales uplift of Ariel in Tesco stores.
• There were 107,450 free tennis lesson redemptions over the 10-week promotional period.
• The promotion was a key part of the 2003 “Championship Whites” campaign that resulted in Ariel becoming the UK's market leading washing detergent for the first time in 4 years.
• Market share increased by 5%.
• Data collected from the redemption process added 100,000 new names to Ariel's database.