Cannes Lions

SKIN CARE - PEACH WOMAN

BMF, Sydney / ELLA BACHE / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

Our idea was a simple one. To bring their Skin Good Enough To Eat line to life, we created a giant woman whose skin was made entirely of peaches. We named our sculpture Ella. She stood five metres tall, twelve metres long and weighed two tonnes. And was made up of more than 20,000 peaches. To leverage the publicity Ella generated, we ran the Win New Skin promotion, where every Ella Baché salon (180 nationally) gave away a year’s worth of facial treatments. This was supported with an interactive website, eDM to consumer base, plus retail print, and radio.

Outcome

During her 10-day appearance, Ella drew huge crowds of admiring onlookers from the 30,000 people who pass though Circular Quay everyday. And Ella appeared in stories and articles right across the country (earning Ella Baché and extra AUS$600,000+ in free media – a large figure for a small player). Ella also turned up on web and blog sites locally and around the world. In terms of results, Ella and Win New Skin were a great success with some Ella Baché salons reporting an amazing 50% increase on treatments in February, when compared to the same time last year.

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