Dove Case study A VERY PUBLIC DISPLAY OF AFFECTION - THE MEN WHO SHARED THEIR LOVE WITH MILLIONS by Memac Ogilvy & Mather Dubai, OgilvyAction Dubai

Adsarchive » Case study » Dove » A VERY PUBLIC DISPLAY OF AFFECTION - THE MEN WHO SHARED THEIR LOVE WITH MILLIONS

A VERY PUBLIC DISPLAY OF AFFECTION - THE MEN WHO SHARED THEIR LOVE WITH MILLIONS

Pin to Collection
Add a note
Industry Skin Care, Business equipment & services, Corporate Image
Media Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Agency OgilvyAction Dubai
Released January 2013

Awards

Dubai Lynx 2013
Promo & Activation CONSUMER PRODUCTS & SERVICES BRONZE

Credits & Description

Client UNILEVER
Product DOVE MEN+ CARE
Entrant MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of Entry: Promo & Activation: Product/Service
Category: CONSUMER PRODUCTS & SERVICES
Title: A VERY PUBLIC DISPLAY OF AFFECTION - THE MEN WHO SHARED THEIR LOVE WITH MILLIONS
Product/Service: DOVE MEN+ CARE
Entrant Company : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Name Company Position
Ben Knight Ogilvyaction Creative Director
Logan Allanson Ogilvyaction Art Director
James Bisset Ogilvyaction Copywriter
Lina Safstrom Ogilvyaction Copywriter
Amelia Nurul Ogilvyaction Designer
Vaquas Alvi Ogilvyaction Business Unit Director
Abeer Elyan Ogilvyaction Account Manager
Basim Ishhtiaq Ahmed Ogilvyaction Account Executive
Richard Lackey Muddville Cameraman
Harry Jansen Rich Muddville Cameraman
Describe the brief from the client:
Men in this region are always portrayed as hard, manly men. Believing that “Real Men Care and they show it”, Dove, historically a female brand, was launching Dove Men+Care, a new range that targets men. Our objective was to enable men to show that there was more to them than this Macho stereotype and raise awareness of the new Dove Men+Care range.
Describe how the promotion developed from concept to implementation:
We found over 300 men in Dubai and gave them the chance to show their loved ones how much they mean to them. We then selected 3 to share their message with the world. We set up the activation in cinemas across Dubai. Each man brought his wife, who didn’t know what was about to happen. Before the film started their husbands came on the screen, in front of the entire cinema they opened their hearts and thanked their loved ones for all they do for them and the joy they bring.
Describe the success of the promotion with both client and consumer including some quantifiable results:
The YouTube film has reached 2,089,384 views with 415 likes and only 49 dislikes. YouTube video statistics show the Top Demographic being Male 35-44yrs. To date the film has reached 4.7million social media impressions. More importantly we reassured men that it's ok to show their caring side in Public.
Explain why the method of promotion was most relevant to the product or service:
The wives were stunned, the audience was amazed and after posting the film on YouTube over 2.1 million people saw that real men do care and they are not afraid to show it.