Appointment to view: Ariel spreads jam across Stockholm Central Station

Detergent brand Ariel rigged up a jam wielding robot controlled via an open Facebook page to prove the stain-busting power of its soap powder in a unique 'aim, stain and win' "live gaming experience".

The robot arm was set up in a glass booth in Stockholm Central Station where passersby could watch 1000 items of clothes being splattered with lingonberry jam, chocolate drink and tomato ketchup.

The robot was controlled via a Facebook page, which anyone living in Denmark, Finland, Norway or Sweden could log on to and direct the robot.

Individual users had a brief period to control the robot and aim it at clothing passing by on a runner. If they hit an item, it was washed and then delivered to them to prove the stain was removed.

The activity, created by Saatchi & Saatchi Stockholm, is part of a wider digital campaign running across Sweden, Denmark and Norway.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 How Sainsbury's ads revolutionised the UK's food culture

Abbott Mead Vickers' press ads for Sainsbury's in the 1980s formed the most influential and culturally significant campaign the UK has ever produced, argues Paul Burke.

Just published