Saatchi & Saatchi’s Brilliant Ariel Pro-zim Direct Mail Advertising.

I’m waiting for a delivery at my house, which was supposed to be here an hour ago. Since I can’t access my company network from home, and I am feeling a bit lazy this Friday morning when it comes to free-lance work, I thought I’d post this on the blog.

If you are going to do direct mail advertising, you better come up with a concept that is not only sticky, but clever enough to get your target audience to respond to it. This is where the new Ariel Pro-zim campaign from Saatchi & Saatchi, Dubai, really shines. They produced and mailed out something that is pretty hard not to notice, and more importantly, pretty hard to not want to try.

The “Satin by the Numbers” kits were sent specifically to targeted opinion leaders so they could experience the product themselves. EAch kit contained one fabric paint by numbers canvas, seven impossible to remove stains in the form of paint tins, and one Ariel Pro-zim sample. The kit has simple instructions, which make certain even the most creatively challenged can create a work of art from things like ink, coffee, and ketchup. After you are done, you simply toss the painting in the washer with Ariel Pro-zim and watch your masterpiece dissolve.

The Ariel Pro-zim 2 Stain By Numbers ad campaign is pretty clever, reverting back to childhood fun in order to attract sales. I’d like to see what kind of sales conversions they had after running this, but no matter what the results are, the ad is still great.