Cannes Lions

SKIN & NAIL CARE PRODUCTS

TAXI CANADA, Montreal / REVERSA (DERMTEK) / 2007

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Credits

Overview

Description

Integrated campaign for Reversa anti-aging skin products, targeting women 40+. Visuals and message reversed trends in the segment. Mature women instead of touched-up 20-something models, and real product benefits instead of scientific discourse. Print: magazine ads “warned” women of serious side effects, namely increased sex appeal resulting in the attentions of younger men. A microsite: clickable product shots start videos showing the side effects, i.e. virile young men in various stages of undress performing sexy tasks for a mature Reversa woman. An eBay auction: Reversa products plus a bonus side effect, a handsome young man for an entire weekend, to benefit the Breast Cancer Foundation.

Execution

The print ads in women’s magazines and the microsite launched first, followed by big boxes targeting the consumer on various search engines and carefully selected news, shopping and beauty sites. The viral tactics were next, including the eBay auction, infiltration on dating sites, videos from the microsite put on YouTube, and products listed on froogle.ca. Classified ads of young men seeking beautiful, mature women were placed in newspapers. Throughout the campaign, postcards were distributed to cosmeticians and dermatologists.

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