Cannes Lions

OLAY TOTAL EFFECTS

ARC WORLDWIDE THAILAND, Bangkok / PROCTER & GAMBLE / 2007

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Presentation Image

Overview

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Credits

Overview

Execution

To create an immediate impact, four versions of 4 X 5 inch press ad were sent out one version a day. They were paparazzi shots of Nat Myria having date with an unidentified guy released in front pages every morning. This news created such a huge scenario of gossip. It drove the whole country crazy.Until the forth day, there was a press conference at her house. Limited numbers of press and media were privately invited. However there was over a hundred who turned up, and, even was a live broadcast. It turned out to be the biggest product press conference in Thailand ever!

Outcome

The news was spread and publicized all around Thailand through every channels, newspapers, websites, and TV channels. Not only in Thailand there are also some foreign websites talk about this campaign too. Over thousands of Olay Total Effects was completely ran out 3 hours after her press conference that afternoon.This has marked a legend of the most successful new product launch campaign ever in Thailand.

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