2011 Winners & Shortlists

The Brief

Olay Arabia was launching a new line of 3 eye products. For the first time ever, each product was designed to tackle a specific issue – such as puffy eyes, dark circles and wrinkles. Hence, it promised women a complete eye makeover. Our primary target audience was local women from Saudi Arabia and UAE. The challenge was to introduce these products to our audience, and lead them to stores for sampling.

Creative Execution

Keeping in mind the conservative culture of the region, Olay Eyes of Arabia gave women the freedom and the ease to enter a beauty pageant online. Moreover, this was a pageant just for the eyes, something these women are proud of and are willing to showcase and share with the world. We also allowed them to reveal a little more about the personality behind their eyes. With this campaign Olay as a brand would be associated with beautiful eyes in Arabia.

Describe the creative solution to the brief/objective.

Our insight? The one place where our audience felt completely free and unrestrained was online – so we decided that the best way to reach them was digitally. Despite being conservative in their thinking and style of dressing, the one thing that local women love showcasing is their eyes. So we created a beauty pageant, just for them. Only, this one was completely online - a pageant just for the beauty of the eyes. To participate as contestants, all they had to do was upload a picture of their eyes or be a judge and vote for the most beautiful pair of eyes in Arabia.

Results

With 991 visits a day, 82155 women participated in the pageant either as a judge or contestant. The Olay Arabia website got 806.12% more visits than the previous month. Advertised only through web banners, the campaign spread on its own through blogs, Facebook and mobiles, greatly improved the reach and response.