2016 Winners & Shortlists

The Brief

Dove believes that every woman has a right to feel beautiful and that beauty is more than skin deep. For Dove, feeling beautiful on the inside projects beauty onto the outside and in 2015 we were tasked to bring this positioning to life in the UAE, and increase brand consideration metrics in the process. Whilst many brands choose to support women’s causes such as breast cancer awareness, very few champion women themselves, and this is the very space we wanted Dove to own.

Creative Execution

On 08th March, without any prior warning, we hijacked International Woman’s Day across the UAE. In Metro Stations, office blocks and public spaces across the UAE we deployed a promotional squad who interrupted the routines with random acts of kindness. Dove paid for women’s lunches, and dished out free beauty treatments and reminded each woman that she was beautiful and special on International Woman’s Day. Every surprise interaction was captured on video and using a mobile editing suite, edited, published and promoted in real time across the Emirates under the hashtag #MyDoveSurprise. To support the activation we owned digital media inventory across Facebook and Twitter, making Dove’s celebration of women un-missable.

Describe the success of the promotion with both client and consumer including some quantifiable results

Conviction levels for Dove improved +1000 BPS in Q2 2015 vs Q1 2015, and Dove also gained +70 BPS in April 15 versus March 15. In total, we surprised over 1,300 women in the UAE, and reached d over 2.2m consumers at a cost that was 35% lower than a traditional reach block! The activation also inspired and delighted our consumers: “Be strong, be beautiful and be my girls” “thank you so much dove for this amazing surprise. You brightened my day” “Made my morning, actually. And my day!” “thank you Dove for this lovely, lovely surprise. I was waiting in the queue and got given this lovely gift of a free coffee”

Explain why the method of promotion was most relevant to the product or service

The campaign entry is focused solely on a one day, pop up activation that Dove Skincare created to celebrate and amplify the sentiments of International Women’s Day. During the activation, promotional materials and products alongside a range of unexpected treats were distributed to our consumers, and the activity was captured live, amplifying the impact of the physical activation. The promotional element was linked to the promotion and reinforcement of Dove’s core brand values and beliefs which are that ‘All women are beautiful’ and via the activation this message was clearly conveyed.