Saatchi & Saatchi conceptualises 'Olay Total Effects Skin Challenge' campaign across print, TV and digital
BestMediaInfo Bureau | Dehi | September 11, 2012
Saatchi & Saatchi has designed the latest Olay campaign 'Olay Total Effects Skin Challenge', keeping in line with the 'Lovemarks' concept. Besides taking the print, television and digital route, the campaign also involved a consumer engagement programme, which gave women a platform where they could not only share their stories but also challenge themselves when it came to younger looking skin.
The campaign is based on the insight that for many women as life changes over the years, their priorities also change at every stage. While other things become more important, skin care takes a backseat. Keeping this as the main focus, the campaign was divided into phases.
First, a debate was sparked off by posting controversial statements in the online media. This was then followed by a Nielsen survey. The results of the survey were shared online with the audience, which resulted in more buzz. Women were then urged to take the Olay Total Effects Skin Challenge and talk about how it made a difference to their skin and their lives. Simultaneously, to keep the interaction level high, various apps and Facebook activities were initiated.
As the campaign progressed, women started sharing their experience online – compliments that they started receiving for their younger looking skin. These were then printed as advertorials and played as TV spots.
The brand ambassador for Olay, actress Kajol, also brought this thought alive as she narrated her life story and how Olay Total Effects had helped her look young and beautiful through different stages of her life.
Commenting on the campaign Ramanuj Shastry, Chief Creative Officer, Saatchi & Saatchi explained, “Every woman is beautiful. But as her priorities change over the years, she becomes so busy that skin care isn't as important as it used to be. But why should her beauty be left behind just because she's married or has become a mother? That's why through the 'Olay Total Effects Skin Challenge'. Women can now become and feel beautiful all over again."
Danish Rahman, Associate Marketing Director, P&G Olay, said, “Olay Total Effects, being one of the leading brands in India, understands the challenges that women face every day, because of which they are unable to give enough time to their skin. So we have asked women to take the 'Olay Total Effects Skin Challenge' and reclaim their beauty.”
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