Credits & Description:
Category: Corporate Image & Information
Product/Service: WOMEN'S BEAUTY PRODUCTS RANGE
Agency: MEMAC OGILVY & MATHER
Date of First Appearance: Mar 11 2009 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann (Memac Ogilvy & Mather Dubai)
Creative Director: Robin Smith (Memac Ogilvy Action)
Art Director: Liesel Tiemesmann (Memac Ogilvy Action)
Copywriter: Tuline Maleki (Memac Ogilvy Action)
Graphic Designer: Ushma Kana (Memac Ogilvy Action)
Production Director: Gregory Richmann (Memac Ogilvy & Mather Dubai)
Production Manager: Sukesh Babu (Memac Ogilvy & Mather Dubai)
Client Business Director: Richard Woodward (Memac Ogilvy Action)
Account Director: Nick Walsh (Memac Ogilvy Action)
Marketing Manager: Simon Joseph (Unilever)
Art Director: Gary Rolf (Memac Ogilvy Action)
Copywriter: James Bisset (Memac Ogilvy Action)
Media placement: Giveaways – Box Of Chocolates - Distributor Channels, Unilever Trade Network - 11th March 2009
Media placement: Giveaways – Sparkling Date Juice - Distributor Channels, Unilever Trade Network - 18th March 2009
Media placement: Giveaways – Bouquet Of Tulips - Distributor Channels, Unilever Trade Network - 25th March 2009
Media placement: Giveaways – Pond’s Gift Set - Distributor Channels, Unilever Trade Network - 1st April 2009
Describe the brief/objective of the direct campaign.
To launch Pond’s in the Middle East, we needed a convincing sales team especially when we are talking about a women’s face care brand.
Our main objective was to get the sales guys to believe in Pond’s, in order for them to be able to convince our target audience. But Pond’s is built on the foundation of romance, and our sales guys are mostly dull, middle-aged men.
We needed to educate them about romance, and transform them into romantics, in order for them to sell the brand.
Explain why the creative execution was relevant to the product or service.
Although the gifts were not that surprising, they fit the brand and the region perfectly:
A box of chocolates will always put a smile on a woman’s face, and so would a bouquet of tulips, which also happen to be the brand’s icon.
Sparkling date juice, adds cultural relevance to the campaign because in the GCC, due to cultural and religious beliefs, alcohol cannot be sent out.
A special Pond’s gift set induces trial, helping to spread word-of-mouth amongst the target audience.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To believe in Pond’s, they needed to believe in romance, and that’s what we set out to achieve.
Every week for a month, we sent 200 sales guys romantic gifts for them to give to their wives. These gifts ranged from a box of chocolates, to a bottle of sparkling date juice, a bouquet of tulips and a special Pond’s gift set.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The wives realised that not only did Pond’s help them to look and feel more beautiful but it made them feel more loved, adding more romance to their lives.
This rubbed off on the husbands who now had a complete understanding of the power of romance and the brand. They could happily sell Pond’s with confidence. And so they did.
Pond’s market share shot up from nothing, right up to 17.1% in its first six months, while close competitors took 3 years to achieve the same.
The Direct marketing titled SALES TEAM BECOME ROMANTICS was done by Memac Ogilvy & Mather advertising agency for product: Pond’s (brand: Pond's) in United Arab Emirates. It was released in the Mar 2009.