TAXI DELIVERS KNOCKOUT PUNCH - Strategy
TAXI DELIVERS KNOCKOUT PUNCH - Strategy TAXI DELIVERS KNOCKOUT PUNCH - Strategy
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Ogilvy’s standing ovation Unilever Canada – Dove Pro-Age The challenge “They don’t go out, don’t have fun, never have sex.” These are some of the stereotypes around older women that Dove sought to address via its new Pro-Age product line. Following directly on the heels of the global ad campaign that launched Pro-Age, Unilever charged Ogilvy with creating a meaningful consumer activation that engaged the target audience (women over 45), shifted broader cultural perceptions and changed minds and hearts, causing people to reconsider the way they think about “the second act of womanhood.” B!GAWARDSB!GIDEASB!GIMPACT The insight In 2006, Unilever, Harvard, the London School of Economics and the International Longevity Centre conducted a global study of over 1,400 women in nine countries. The report showed that women over 50 felt invisible – ignored by beauty brands and overlooked by the media. Ironically, the majority of women in the study reported feeling better than ever, living with new-found confi dence, physical vitality and economic power. A full 90% said they’re happy, while 60% weren’t concerned about aging and 87% said they’re too young to be old. The B!G idea Ogilvy chose to break new ground with something no other marketer or agency had done before: Body & Soul, a play in two acts. Created and spearheaded by Ogilvy, the project began with an open call to Canadian women. Thousands responded by writing letters to their bodies which they read on camera. Some even held audition parties. The 13 women selected, none of whom had previous acting experience, wrote and performed the play under the direction of Order of Canada-winning playwright Judith Thompson. The script, developed from the women’s own life stories, was designed to smash stereotypes and challenge and inspire older women. It was performed at the Young Centre for the Performing Arts in Toronto for one week in May. With partners PHD, Capital C and Harbinger PR, Ogilvy also produced an audition kit (available either as a boxed game or as a download from doveplay.ca), promotional materials and ads to inform, entertain and invite. www.strategymag.com STRATEGY November 2008 69
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THE SECRETS OF PHILIP REVEALED<br />
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