TAXI DELIVERS KNOCKOUT PUNCH - Strategy

B!GAWARDSB!GIDEASB!GIMPACT
The impact
All 10 sold-out shows received
standing ovations from the
audience, and the play brought
in a box offi ce record for fi rst
day of sales. Over 90,000
people visited doveplay.ca, and
the project scored more than
127 million media impressions.
Emmy-winning director Veronica
Tennant made a documentary
about the play which aired
across Canada on the CBC
in September.
Unilever plans on continuing
the momentum in 2009 by
distributing DVD copies of
the documentary with Dove
products, creating templates
for community theatres and
producing the play in the U.S.
THE MAJORITY OF WOMEN REPORTED FEELING BETTER
THAN EVER, LIVING WITH NEW-FOUND CONFIDENCE,
PHYSICAL VITALITY AND ECONOMIC POWER
Judges’ comments
Nancy Cardinal: I was
impressed that the product
wasn’t dominant. It was
something that the company did
for the good of its customers.
I was impressed with Ogilvy’s
ability to put that idea together,
to sell it to Unilever and to
work together with them. It felt
like there was no separation
between agency and company,
it was all one big team, and I
think it works best when it’s
like that.
Salah Bachir: This activation
Gold
delivered beyond the ordinary
to create an event…that
engaged would-be and
actual participants as well as
audiences and the media. An
impressive achievement for a
brand activation.
Ravi Nookala: Very
well-thought-out strategy and
creative execution. Focused on
the target market and delivered
the message directly to the
audience. Created a community
of followers which touches
the segments that can pay a
premium for the brand.
Alvin Wasserman: Wow.
Fabulous brand fi t and
culture-creating work.
Untraditional even for a brand
that’s already done untraditional
in a legendary fashion.
Resonates with audience, builds
credibility and resonates with
an elegance that transcends the
category. 100% pure big idea.