+ All Categories
Home > Business > B2C Campaign Olay PnG

B2C Campaign Olay PnG

Date post: 05-Dec-2014
Category:
Upload: bohemia-amsterdam
View: 2,580 times
Download: 2 times
Share this document with a friend
Description:
Reach waiting women at a bus stop with sweet words coming from your Olay lover.
12
B2B Campaign Case Procter & Gamble Call your lover. Client Personnel: Bohemia Personnel: Claudia Magielsen Marco de Boer Melissa Agostino Henry Tyminski
Transcript
Page 1: B2C Campaign Olay PnG

B2B Campaign Case

Procter & GambleCall your lover.

Client Personnel:Bohemia Personnel:

Claudia MagielsenMarco de Boer Melissa AgostinoHenry Tyminski

Page 2: B2C Campaign Olay PnG

SituationWithin Procter & Gamble divisions strongly compete. !e Olay / Tesco team wants to sell better in the Tesco stores, but from the perspective of the client this is di"cult. Women primarily think of Boots when it comes to skincare, even though Tesco o#ers the same range of Olay products as Boots but cheaper!

“How do we get women to buy Olay at Tesco?”

Page 3: B2C Campaign Olay PnG

Target• Get women to go to Tesco to buy their Olay skincare.

Target group

• Women between 25 and 45 years

Page 4: B2C Campaign Olay PnG

StrategyWomen are sensitive to suggestive messages and their cell phone is almost a vital life line, they never leave home without it.

!e target group can pick up a secret message when they call the lovers line promoted on bill boards at public transport stops. With this secret message they can go to the any Tesco desk to receive a free Olay skincare sample.

Page 5: B2C Campaign Olay PnG

ConceptBillboards at all public transport stops show young women laughing and having a good time. !e positive feeling drives women to call the free number to hear why.

On the phone they can choose which lover they want to hear; “Ah mon Cheri, would you like a Latin, French, Italian or German lover?” !ese lovers whisper sweet and naughty words about how good the woman looks. In the end the lover sends a text message to collect your surprise from Olay at Tesco’s.

Page 6: B2C Campaign Olay PnG

VisualsCall your lover.

Page 7: B2C Campaign Olay PnG

BillboardWhich tongue tickles your fancy?

Page 8: B2C Campaign Olay PnG

BillboardWhich tongue tickles your fancy?

Page 9: B2C Campaign Olay PnG

SoundPlease select your lover... Press 1 for Italian, Press 2 for Latin...

Page 10: B2C Campaign Olay PnG

ResultsBecause of our NDA we cannot mention any results of this extremely successful UK campaign.

Page 11: B2C Campaign Olay PnG

Dare to Stand Out.For more information: Hugo Kalf [email protected] Roest [email protected]

Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands

+31 [0]20 42 33 555bohemiaamsterdam.com

Page 12: B2C Campaign Olay PnG

Recommended