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.


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