Category: Best Use of Integrated Media
Advertiser: AVON COSMETICS ROMANIA
Product/Service: BREAST CANCER AWARENESS
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: STARCOM MEDIAVEST GROUP, Bucharest , ROMANIA
PR Specialist: Andreea Catu (Avon Cosmetics Romania)
Innovation Director: Corina Bernschutz (Starcom Romania)
Digital Account Director: Cristina Danilescu (Starcom Romania)
Activation Specialist: Mihaela Mihai (Starcom Romania)
Account Manager: Raluca Barsan (Starcom Romania)
OOH Director: Renata Cosmatos (Starcom Romania)
Innovation Manager: Ruxandra Mateiu (Starcom Romania)
Copywriter: Dan Frinculescu (Leo Burnett Romania)
Art Director: Radu Pop (Leo Burnett Romania)
Media placement: Ambient - Beauty Salons, Malls, Cinemas,trams, Train Station Platforms, Inside Of Subway T - 01.10.2009
Media placement: On-Line - 17th Sites With 3,000,000 Views - 01.10.2009
Media placement: DM - 200,000 Views - 15.10.2009
Media placement: Women Magazines - Advertorials In 24th Titles Like: Cosmopolitan, Elle, Marie Claire, The One, Tab - 01.09.2009
Media placement: Women Magazines - Fake Sample For Maintaining Beautiful Breasts - 20.10.2009
Media placement: OOH - Bus Shelters, City Lights, Pillars - 01.10.2009
Media placement: Digital Movie Sponsorship - A New Category Added By Us: Avon Movie For Life - 01.09.2009
Results and Effectiveness
Word of mouth was very powerful, and our campaign team noticed women spending more time in front of mirrors around Romania and talking about their health with friends.
Around 10,000 women joined the discussion online.
Filmmakers submitted 40 movies to our competition, which were watched 34,000 times on our Avon YouTube channel and generated awareness through the young, creative community.
The heightened visibility also boosted our “shopping with soul” project, designed to promote products that raise money for breast cancer charities.
Revenues were up 50 percent, year-on-year.
On a constrained budget, with just a six-week time window, we had to use a wide variety of media to make women to experience our message with necessary impact.
We put stickers showing our “beauty checklist” (icons for lipstick, mascara, perfume, breast cancer awareness) on mirrors in public restrooms. Where there was no mirror, we put one up, for example on train station platforms and in buses and trams.
Online, we seeded a video showing a woman going through her beauty routine, and invited people to chat about what they do in front of the mirror. We distributed an email from fashion magazine editors with their thoughts.
In magazines, we inserted a “sample” of a product for maintaining beautiful breasts (actually it was a handwritten note encouraging self-examination).
And we sponsored a short-film competition with the Kinofest digital movie festival, asking filmmakers to create an Avon Movie for Life.
Insights, Strategy & the Idea
You spend 20 or 30 minutes a day in front of the mirror, to make sure you are beautiful. Stay a while. Spend another five minutes to check that you are healthy, too.That was our message this year, and it was one of our most successful to date.
We’ve been working on behalf of Avon to raise breast cancer awareness for many years, and we have a deep understanding of women’s lifestyles and psychology. But we are committed to continually coming up with new and clever ways to get the message out.
Too many women do not examine their breasts for lumps, even though they spend plenty of time worrying about how firm or how large they are. This year, we wanted to be inside their heads when they were in front of the mirror, so that they would make self-examination part of their beauty routine.
The Promo / PR Ad titled STAY A WHILE! was done by Starcom Mediavest Group advertising agency for product: Breast Cancer Awareness (brand: Avon) in Romania. It was released in the Sep 2009.