Cannes Lions

BEAUTY PRODUCTS

BCP, Montreal / PROCTER & GAMBLE / 2006

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Presentation Image

Overview

Entries

Credits

Overview

Execution

A force-tune campaign including television, magazine, and TV listings was developed to engage, generate excitement and link with retail customers to drive sales. A weekly full page magazine ad provided the day & time of airing,a: 30 message aired ROS to force-tune the showmercials weekly; vignettes positioned above the Destination tendance listing in TVGuide provided a final reminder to watch. A mini-version was created and presented at customer locations – broadening program reach.

Outcome

The programme was a huge success. Research confirmed that the showmercials engaged consumers by being entertaining, lively, interesting and offering beauty tips. DT generated an awareness level of 33% amongst Quebec women, with higher recall scores versus traditional commercials. Finally, the programme delivered an increase in volume and share.

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