Olay Design & Branding 55/22 / 53/23 / 50/20 / 51/21 / 58/28 POSTERS (CAMPAIGN 5 SERIES) OLAY by Ace Saatchi & Saatchi Makati

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55/22 / 53/23 / 50/20 / 51/21 / 58/28 POSTERS (CAMPAIGN 5 SERIES) OLAY

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Industry Skin Care
Media Design & Branding
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Executive Creative Director Andrew Petch
Creative Director Trixie Diyco
Art Director Emman Carandang, Biboy Royong
Released February 2012

Credits & Description

Category: Posters
Advertiser: P&G
Product/Service: OLAY
Executive Creative Director: Andrew Petch (Ace Saatchi & Saatchi Manila)
Creative Director: Trixie Diyco (Ace Saatchi & Saatchi Manila)
Assistant Creative Director/Copywriter: Aste Gutierrez (Ace Saatchi & Saatchi Manila)
Art Director: Biboy Royong (Ace Saatchi & Saatchi Manila)
Art Director: Emman Carandang (Ace Saatchi & Saatchi Manila)
Accounts: Lou Santos (Ace Saatchi & Saatchi Manila)
Accounts: Junnis Martinez (Ace Saatchi & Saatchi Manila)

Describe the brief from the client
Olay Philippines, the Philippines' leader in anti-ageing skincare products, wanted to reach out to a specific market of AB fifty-something females, with its new offering - Olay Regenerist. It is an anti-ageing cream that guarantees the most dramatic results: it reverses ageing by erasing fine lines, wrinkles and crow's feet the instant the cream is applied to the face.

Describe the challenges and key objectives
Compared to other anti-ageing creams in the market, Olay Regenerist sold at almost double the price. In a market flooded with so many anti-ageing and other skincare creams, the price difference only made it more difficult to grab consumers' attention, let alone make them stay to find out about our benefit. The objective therefore was to grab attention and communicate the dramatic benefit in an equally dramatic way.

Describe how you arrived at the final design
We crafted a simple expression of the benefit: Reverses Ageing. We applied the 'reverse' idea to the average numerical age of our target market – fifty-something year old women. We experimented with typefaces and positions so that when the number is reversed, it would read a younger age. We then applied that to posters that, when placed near a mirror, reflected the reversed, younger age. We placed the posters in strategic locations, so that whenever women looked at themselves in mirrors inside dressing rooms and ladies rooms, they would see how Olay Regenerist literally – reverses ageing.

Give some indication of how successful the outcome was in the market
The Regenerist Campaign showed positive results with Php2.5m in sales in its launch month. During the course of the Campaign, sales for the product continued to increase to Php 3.8m in March.
In comparison, Pond’s Age Miracle (Olay Regenerist’s main competition) only registered Php1.5m in sales when it relaunched in January with three times more media spend; and continued to decrease to only Php0.8m in February. The Regenerist Campaign made the product the second best-selling Olay product in major drug stores and the top-selling product over its other SKUs.