Cannes Lions

COVERGIRL COSMETICS

STARCOM, Toronto / PROCTER & GAMBLE / 2010

Awards:

1 Shortlisted Cannes Lions
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Presentation Image

Overview

Entries

Credits

Overview

Execution

In addition to the base Drew Barrymore campaign of television and print, we layered on a buzz worthy initiative in the two most important ‘mascara war’ markets – Toronto and Montréal. Our target desired ‘lash transformation’ and we transformed her transportation of choice to create the customisation she seeks.The highlight of our transformation was the creation of a media first where we wrapped subway turnstiles and turned them into giant iconic yellow mascara wands. No easy feat, considering the Transit Authority rarely approves new advertising units. In fact, our supplier had to produce a prototype, wrap-up a turnstile at a subway station and take different levels of bureaucracy through the concept BEFORE we could get their approval. Each turnstile wrap was custom produced to match the dimensions of its station – and of course, every one of the 13 stations was unique.

Outcome

Third party research by The Research House Inc. showed we connected with our target. COVERGIRL achieved competitive advantage on each important metric: - Overall campaign ad recall reached 60%; next closest competitor was 32% less. - Highest level of purchase intent more than doubled if the target was exposed to the transit campaign (12-28%). - Transit users recall was 14% higher.COVERGIRL maintained the # 1 position overall in the eye segment, and after 3 months, Lashblast length has become the #1 lengthening mascara in Canada.Sales volume increase of 14% in Ontario, 20% in Quebec (Nielsen Market Research)

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