Olay DM EYES OF ARABIA by Wunderman Dubai

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EYES OF ARABIA

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Industry Skin Care
Media Direct marketing
Market United Arab Emirates
Agency Wunderman Dubai
Creative Group Head Richa Khan
Associate Creative Director David Lucas
Creative Director Pooja Chandani
Art Director Rasha El Saadi
Released November 2010

Awards

Caples Awards 2011
Campaigns Interactive campaign Bronze

Credits & Description

Category: Product Launches
Advertiser: PROCTER & GAMBLE GULF
Product/Service: OLAY REGENERIST EYE PRODUCTS
Agency: WUNDERMAN
Date of First Appearance: Nov 15 2010
Entrant Company: WUNDERMAN, Dubai, UNITED ARAB EMIRATES
Entry URL: http://www.olayeyesofarabia.com
Creative Director: Pooja Chandani (Wunderman)
Associate Creative Director: David Lucas (Wunderman)
Creative Group Head: Richa Khan (Wunderman)
Art Director: Rasha El Saadi (Wunderman)
Senior Copywriter: Shweta S. Tariq (Wunderman)
Interactive Art Director: Andre Amaral (Wunderman)
Arabic Copywriter: Celine Barakat (Wunderman)
Senior Artworker: Babu Nair (Wunderman)
Executive Director: Jay Desai (Tattoo 360)
Senior Account Manager: Alaa Alsweileh (Tattoo 360)
Technical Director: Dhaval Desai (Tattoo 360)
Flash Designer: Jameer Mohammed (Tattoo 360)
Web Developer: Yusuf Rangwalla (Tattoo 360)
Web Developer: Sumesh Nair (Tattoo 360)
Media placement: E-Mail - Sent To Database - 15/11/2010
Media placement: Web Banner - Online - 15/11/2010
Media placement: Microsite - Online - 15/11/2010
Media placement: PR - Online / Offline - 15/11/2010

Describe the brief/objective of the direct campaign.
Olay Arabia was launching a new line of 3 eye products. For the first time ever, each product was designed to tackle a specific issue – such as puffy eyes, dark circles and wrinkles. Hence, it promised women a complete eye makeover. Our primary target audience was local women from Saudi Arabia and UAE. The challenge was to engage and educate prime prospects in a relevant and meaningful way on successful eye care techniques and lead them to the stores to drive trial.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The one place where our audience felt unrestrained was online – so we reached them digitally. Despite being conservative, local women love showcasing their eyes. So we created an online beauty pageant, just for them. A pageant just for the beauty of the eyes. To participate as contestants, all they had to do was upload a picture of their eyes or be a judge and vote for the most beautiful pair of eyes in Arabia. The winner won a trip to London for a facial treatment with Anastasia Achilleos, celebrity facialist, and a professional portfolio from award-winning photographer, Charney Magri.

Explain why the creative execution was relevant to the product or service.
In keeping with the region’s conservative culture, the campaign gave women the freedom to enter a beauty pageant online. Moreover, this was a pageant just for the eyes, something these women are willing to share with the world. We allowed them to reveal a little more about the personality behind their eyes. The competition was promoted via female-focused websites, bloggers via blogs and Facebook groups and magazine Facebook groups. The link was shared by majority of females via their Facebook & Blackberry status. With this campaign Olay as a brand would be associated with beautiful eyes in Arabia.

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.

With 991 visits a day, we had a page viewership of 82,155 in all. The Olay Arabia website got 806.12% more visits than the previous month. Advertised mainly through web banners and supported by a strong PR plan, the campaign spread through blogs, Facebook and mobiles. At the end, Olay had found the most beautiful eyes in Arabia with the help of local women.