LOOK LIKE A CELEBRITY by Ogilvy Johannesburg for BEAUTY IN THE MEWS

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LOOK LIKE A CELEBRITY

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market South Africa
Agency Ogilvy Johannesburg
Art Director Alexa Craner, Michelle Mckenna
Copywriter Fran Luckin
Photographer David Prior
Released March 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: BEAUTY IN THE MEWS
Product/Service: BRAZILIAN WAX
Agency: OGILVY JOHANNESBURG
Date of First Appearance: Mar 23 2010 12:00AM
Entrant Company: OGILVY JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Fran Luckin (Ogilvy)
Copywriter: Fran Luckin (Ogilvy)
Art Director: Alexa Craner (Ogilvy)
Art Director: Michelle Mckenna (Ogilvy)
Photographer: David Prior
Retoucher: Rob Frew
Account Director: Louise Johnston (Ogilvy)
Advertising Supervisor: Justine Kay (Beauty In The Mews)
Media placement: Leaflet - Door Drop - March 2010

Describe the brief/objective of the direct campaign.
We wished to promote the Star treatment that Beauty In The Mews offers: Quick, painless Hollywood waxes that leave clients paparazzi ready. Beauty in the Mews is an exclusive skin and body institute. The owner and management are young and experimental, but their clientele seem to be older and more conservative. They wanted to attract new – and younger- business. While maintaining their established list of patrons, they wanted to reach out to younger, more alternative markets with a product offering that would match their more “du jour” grooming requirements

Explain why the creative execution was relevant to the product or service.
We created an “interactive leaflet” – one that involved the user’s participation and created a humorous reaction - certainly not the type of leaflet that will be ignored and thrown away. We needed a carefully chosen distribution point for these adventurous women. A private, prude-free venue, where women let their hair down. We distributed the interactive leaflets at discreet meetings of upmarket S&M clubs, where women (and some men) who are known to take particularly good care of themselves. We also went to Pole dancing classes. The attendees of these classes include young trendsetters, and professional strippers – any beautician’s ideal client.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Beauty in the Mews is a single, exclusive store. We didn’t need to generate thousands of responses in order to make a major difference to their bottom line. We needed to hit a small, appreciative target audience with maximum impact – by creating something they could interact with, laugh (and shriek) about. We took our inspiration from young Hollywood stars who love to titillate the paparazzi by going very obviously without their panties in public, and created an interactive leaflet, where potential clients could use their own fingers to replicate the exquisitely hairless private parts of women.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The humour and interactive format of the leaflets proved an instant hit. Beauty In The Mews took over 100 calls relating to the promotion over two weeks. Of 106 calls, 57 translated into appointments for waxes, at R210 per wax. Sales of other beauty treatments increased too. The leaflets cost R9505 to produce and distribute. 57 Hollywood waxes brought in R11 970, plus the value of the additional treatments, which came to another R10 470 over three months - plus the value of the 33 people who became repeat customers - a significant return on investment for an exclusive salon.