Brand | UNILEVER |
Product/Service | DOVE |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Best Use of Live Events, Stunts and or Celebrity Endorsement |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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The Campaign
The objective was clear. Dove believes that every woman is beautiful just the way they are and they wanted this message to get across to women of the UAE in a very believable way.
The fact is only 4% of women globally feel that they are beautiful!
We did not believe that women would change the way they thought about themselves if Dove simply just told them that they were beautiful. We believed that they would change their opinion if it came from someone they cared for the most, like a best friend, daughter or sister. This gave us our big idea.
Dove Surprises gave the women closest to them the chance to show them how beautiful they are with surprise messages and gifts delivered straight to their doors or through social media.
After all, who would you believe, a brand or your Best Friend?
The Brief
We did not believe that women would change the way they thought about themselves if Dove simply just told them that they were beautiful. We believed that they would change their opinion if it came from someone they cared for the most, like a best friend, daughter or sister.
Results
22,435 women engaged in this activation on our stands. They either wrote the message on a note or had their photograph shared via social media carrying a message for their loved ones. 33,547 engaged online between, the app, Facebook and twitter. 3,174 women were actually surprised by their loved ones through the various Dove channels. We were able to share these surprises spreading 3,000,000 smiles around with the number of views on YouTube. The relationship we built with our consumers, and the impact we left on women was revealed through a sale increase of 15%.
Execution
We set up activation stands in 8 Fitness First gyms and major Malls across the UAE and invited women to write personal messages about how beautiful a friend or loved one is. Every message was hand written on an Origami Dove bird and delivered to their friend via our Facebook page. We selected over 50 women to have their messages personally delivered to their homes or offices along with a gift from Dove and an additional 13 women had their own personal billboards created to show to their friends, and the country, just how beautiful they really are.
Women across the UAE realized something about themselves that they never thought of before. Dove got their message out to thousands of women that they are more beautiful than they think and this small but powerful gesture was shared by almost 3million people across social media channels.
The Situation
Research shows that only 4% of women in the world think they are beautiful. Dove thinks differently and tasked us to show women that they are beautiful just the way they are. We had to demonstrate this to as many women as possible whilst sampling their range of beauty products to them.
The Strategy
This gave us our big idea.
Dove Surprises gave the women closest to them the chance to show them how beautiful they are with surprise messages and gifts delivered straight to their doors or through social media.
After all, who would you believe, a brand or your Best Friend?
Credits
Ramzi Mountran |
Memac Ogilvy |
Creative Director |
Leila Katrib |
Memac Ogilvy |
Senior Art Director |
Naresh Kumar |
Memac Ogilvy |
Copywriter |
Elizabeth Dewar |
Memac Ogilvy |
Art Director |
Lina Safstrom |
Memac Ogilvy |
Copywriter |
Kris Balerite |
Memac Ogilvy |
Senior Designer |
Lisa Saunders |
Memac Ogilvy |
Account Director |
Abeer Elyan |
Memac Ogilvy |
Account Manager |
Siwar Khodr |
Memac Ogilvy |
Account Executive |
Karl Edwards |
Karl Edwards Motion Pictures |
Director |