|Client||PROCTER & GAMBLE|
|Category||A01. Best Use of Television/Cinema|
|Title||INDIA COMES OF AGE|
|Product/Service||ANTI AGEING CREAM |
|Entrant Company:||MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA|
|Media Agency:||MEDIACOM COMMUNICATIONS INDIA Mumbai, INDIA|
||Business Group Head
Results and Effectiveness:
The activity delivered unprecedented results:
Purchase consideration rose 139%.
Olay market share grew by 40%
The three women’s journey to LINC (London Innovation Center), their experiences and the surprising discovery made for engaging content, and drove home the key message.
“The agency was a key contributor to the concept...Olay has had unprecedented growth in both business and equities this year: and The LINC maximization … was an innovative way to not just educate consumers about the signs of aging, but also drive credibility for what the product can do in an entertaining, non–interruptive way.”
Sonali Dhawan, Associate Marketing Director, P&G India
We chose three popular young female actors, Soha Ali Khan, Tisca Chopra and Gul Panag. They were flown to P&G’s London Innovation Centre (LINC), where they discovered that invisible aging-signs had started to appear on their skin. LINC scientifically proved to them that Olay TE controlled aging. In fact the oldest of the three, a regular OLAY user had better skin than the others.
The journey was serialised on the leading social and lifestyle channel, Zoom over a period of 3 weeks. The Zoom series was then edited into television commercials – creating a more credible ad.
These were aired across other channels, adapted into print advertorials, aired on Youtube, sent out as virals and amplified by PR.
This created the most holistic and credible communication program. The content proved better than Olay’s regular ads in driving purchase intent.
Insights, Strategy and the Idea:
Most women don’t realize that skin-aging actually starts much before the appearance of wrinkles. Our goal was to make women accept a message that they really didn’t want to hear.
We were talking to young (and not so young) women, who do not believe they need anti-aging creams. Women do not want to accept that they are aging until they actually see wrinkles.
More importantly, women do not want to be told that they are growing old. It was a challenge to disseminate such a sensitive and unwelcome message, without bruising their ego.
We decided to create TV content that would ‘show’ women the aging process which they could not yet see on themselves. The ‘aging demonstration’ had to be made by a credible source, and someone who was not seen as being old. Hence we picked celebrities who were viewed as being relatively young.