2011 Winners & Shortlists

Results and Effectiveness

82,155 women took part in this unique online beauty pageant. The pageant also started spreading online through other digital media such as blogs, mobile phones and Facebook. It took on a life of its own. The site had an average of 991 visits a day and the number of visits to the Olay Arabia brand website increased by 806% during the campaign.

Creative Execution

The strategy? To create the region’s first completely online beauty pageant. One that focused just on the beauty of the eyes, specially for these women. Since our audience was very comfortable online, a 100% digital beauty pageant would make it very easy for them to interact with, even from home. They could enter simply by uploading a picture on the site or vote for someone else if they didn’t want to take part themselves. They could be a judge or a contestant. The campaign had no offline element and we only used digital media to promote it. We sent out e-mails and placed web banners on English and Arabic websites frequented by our audience. We used on-line media to help change off-line behaviour and push these women to try the products in-store.

Insights, Strategy and the Idea

Global P&G brand Olay Arabia was launching three new eye products that promised women a complete eye makeover. They wanted to make their target audience – local Arabic women from UAE & Saudi Arabia above the age of 30 – aware about the launch of these products and push them to beauty stores and supermarkets for sampling. The insight? Though the women of this region are quite conservative in their style of dressing, what they love doing is showcasing their eyes in different ways. They express their personal style and beauty through their eyes. Also, we observed their lifestyle and behaviour and found that they feel completely unrestrained online.