Dove - "Spindle"

Ogilvy Germany

Ogilvy Germany Düsseldorf, Alemania

Premios

7767

Marca: Dove
País: Alemania

Anunciante: Unilever

Título	Spindle
Agencia	Ogilvy Germany
Campaña	Dove. Origins of Silk - Lever Fabergé
Anunciante	Unilever
Marca	Dove
Posted	May 2005
Sector Empresarial	Geles de baño y de ducha
Sinopsis	SUMMARY To expand Doves market share in body and shower care, the Supreme Silk product range was devised. The new product range was communicated through a singular advertising campaign across Europe based on the two star variants Dove Silkening Body Lotion and Dove Cream Oil Shower. The advertising idea was simple, yet strong as it romanced the ingredient of silk and related it to female consumers wish for silk-like skin. The target group rewarded the brand and its advertising by switching to Dove's Supreme silk products, resulting in an important uplift in turnover for Dove in Europe.
Filosofía	CREATIVE STRATEGY To consumers, 'silky skin' is the gold standard skin condition. Dove Supreme Silk contains pure silk. The campaign used this feature as a driver to stand out and to be perceived as a provider of superior care. The focus was on amazing facts about silk: - Silk can hold 30 times its own weight in water. - Silk reflects every ray of light to produce a soft golden sheen. Category breaking, the advertising campaign worked without a model or without showing beautiful skin. Despite this, consumer take-out was the end-benefit silky skin. OTHER COMMUNICATIONS PROGRAMMES To give further depth to the communication on silk, an advertorial toolkit was produced. The toolkit contained a range of elements to choose from so that country specifics could be taken into consideration. The objective was to make silk the big theme around the time of the launch of Dove Supreme Silk, and to broaden the messaging by talking about all the different silk products and their respective benefits and ingredients. Point-of-sale material with visuals that echoed the campaign was also implemented. Additionally, there were smaller country-specific programmes such as sales promotions in fitness-studios in Germany. MEDIA - Print - Broadcast - Sales Promotion - Interactive/On-line TOTAL MARKETING EXPENDITURE Between 10 million and 20 million. MEDIA STRATEGY A classic media strategy with a consistent message across all media was deployed. In order to drive quick buildup of awareness and trial of the Doves Supreme Silk range amongst the designated target, TV and print were chosen as the key media. Although given continuous support during several months, the media strategy included two heavy advertising phases; one during the first launch and the second during the repurchase phase a few weeks later.
Problema	CAMPAIGN OBJECTIVES - Create awareness and trial by women who currently dont use Dove. - Further build Doves superior care competence. TARGET AUDIENCE In order to gain market share from competitors, Dove needed to talk to those who do not use Dove at the moment, mainly the substantial user segment of women in their end 20s / early 30s. This group sees Dove as a care brand but it feels it is a little everyday to them, somewhat basic. CAMPAIGN PERIOD One burst in April 2003 and another short burst in early 2004, depending on the country.
Resultado	- In the body category, Doves market share and turnover significantly increased in 2003 compared to 2002. The key competitor lost market shares in all markets in Europe during the same time period. (Source: ACNielsen Global Services Body Care Fast Shares) - Dove increased market shares in the shower category in markets across Europe. (Source: ACNielsen Global Services Total Shower Liquid Fast Shares) - Across markets the advertising campaign resulted in a direct sales uplift of Doves Supreme Silk range. (Source: Lever Fabergé Waterworld Post Launch Evaluation 11/2003) - Demographic buyer data from Germany, France and the UK showed that Dove Supreme Silk successfully reached non-buyers within the designated target group of women younger than the Dove standard buyer, with purchases in this segment increasing by 64% in France for example. (Source: GFK Demographic Buyers in % + Index; MAT Sept. 2003)
Medio	Televisión y Cine
Duración	20 seconds
Mercado	Francia, Alemania, Países Bajos, Reino Unido
Regional Management Supervisor	Johan von Gersdorff
Director creativo	Jörg Herzog
Director de cuentas	Kaja Wenninger
Director artístico	Britta Adaschkiewitz
Responsable de conceptos / redactor	Katja Galow
Planificador de cuentas	Tracey Rainey
Euro Planner	Tracey Rainey
Euro Creative Director	Jörg Herzog
Euro Account Director	Kaja Wenninger
Director de publicidad	Klaus Arntz
Marketing Director Europe	Klaus Arntz
Director de publicidad	Mirja Kloss
Euro Brand Manager Body	Mirja Kloss
Director de publicidad	Oliver Engels
Marketing Manager Europe	Oliver Engels
Director de publicidad	Angelina Nelissen
Marketing Manager Europe	Angelina Nelissen