Cannes Lions

ALWAYS FEMININE HYGIENE

STARCOM SOUTH AFRICA, Johannesburg / PROCTER & GAMBLE / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

A search for the most talented Girl dancer and made her famous on television!Tied in key television partner Jam Alley dance showHosted the 3 regional dance off events at shopping centers.Local music celebrities added to call the crowds to events and to watch the show.Broadcasted the events and had final on television within the show. Holistic campaign implemented to ensure awareness and leverage the talkablity of the celebrity involvement.

Outcome

- Always Ultra became market leader – 2% Volume increase- Reached 8,000 Girls - Media investment return 3:1 ratio- 2006 Stage 2 Phase in South Africa

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