Cannes Lions

SECRET BODY SPRAY

STARCOM MEDIAVEST GROUP, Chicago / PROCTER & GAMBLE / 2006

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Overview

Entries

Credits

Overview

Execution

We created “El Secreto de Jazmín,” a commercial series produced like a network telenovela. It tells the story of Jazmin, a beautiful woman who falls in love, experiences betrayal, finds her father, saves her dying mother and finally achieves happiness – in only 150 seconds, spread throughout the week. She relies on Secret Body Spray before important moments. With a humorous look at unbelievable telenovelas plotlines, the ads built buzz and visibility for the product.

Outcome

Sales of Secret’s new floral scented body sprays increased 22% in the five weeks following the campaign. The online campaign had a higher click-through rate (1.46%) than the general market average (0.26%). One-third of those who received an email about the Secret telenovelas visited the website to download the episodes.

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