Ariel - Stain Pen Book
Saatchi & Saatchi Switzerland
The Ariel 'How to Get Rid of (Many) Stains on the Go' book was a fun Direct Mail idea that we created for P&G.
We printed a normal looking book but inside we die-cut a space for a real Ariel Stain Pen, so that people could trial it.
One hundred were produced and released in different cities. We used bookcrossing.com to see if people would use the pen, review it and then place it somewhere in a public place eg. taxi, bus, park bench for someone else to use.
It was a fun experiment. Only 5 books made it onto bookcrossing site. The other books were taken and never seen again!