TAXI DELIVERS KNOCKOUT PUNCH - Strategy

aoy fi nalist
OGILVY & MATHER • DOVE
The idea that beauty has no age limit was central to the launch of the Pro-Age line of products for
mature women. Ogilvy was asked to “develop a breakthrough activation program that inspires
women to embrace pro-aging.”
Research showed that women over 50 felt invisible in the media. Ogilvy tapped into their desire to
lift the societal curse by sparking frank, positive discussion. The result: Body & Soul, an original play
inspired by women’s stories.
A multi-faceted program was developed around the play, from an audition kit available either as
a boxed game or as a download from doveplay.ca to promotional print and OOH materials, PR and
strategic partnerships to drive awareness and participation.
All 10 performances sold out, and the site garnered over 90,000 visits. CBC aired a documentary
in September. Unilever hopes to continue the momentum with spinoffs for community theatres,
distributing DVD copies of the documentary with product and a U.S. stage production.
Ogilvy’s challenge was to create a campaign to get occasional Winners shoppers into the store at
least once more per year by convincing them they wouldn’t leave empty-handed. They needed to
display a lot of product without dropping brand names, showing the stores or alienating consumers
with skinny models.
Research revealed that Winners shoppers believed shipments only come to stores on certain days; in
fact, fresh merchandise arrives every day.
The resulting campaign platform was “Fresh Goods Daily,” which evoked a stylized world where
well-dressed Winners employees of all shapes, ethnicities and sizes collect, grow and hunt down fresh
fi nds. These items were then packaged and delivered daily to Winners stores by unusual means – putting
a twist on fashion advertising conventions. TV covered seasons, while radio focused on sales of specifi c
items such as boots or beauty products.
The campaign saw positive improvement of brand tracking measures for the key themes of relevance
and intention to shop, with numbers up over last year. Ultimately, on impact (intention to buy), the fall
spot scored 50% vs. the previous fall’s 27%, and the holiday creative received 34% compared to the
previous year’s 22%.
Astral Media Radio is pleased
to announce the appointment of
Sherry O’Neil to the position of
Vice-President General Manager
Astral Media Radio, Toronto
Market stations. She also will be
acting as Chief Planning Officer
for Astral Media Radio
WINNERS