Venus DM AQUAPARK DATE by Ogilvy & Mather Moscow

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AQUAPARK DATE

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Industry Shaving
Media Direct marketing
Market Russia
Agency Ogilvy & Mather Moscow
Art Director Maria Alexandrova
Released February 2011

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Product/Service: WOMENS' RAZOR
Agency: OGILVY GROUP RUSSIA
Date of First Appearance: Apr 29 2010
Entrant Company: OGILVY GROUP RUSSIA, Moscow, RUSSIA
Chief Creative Officer / Copywriter: Carl Le Blond (Ogilvy Group)
Art Director: Maria Alexandrova (Ogilvy Group)
Agency Producer: Dmitry Nikonorov (Ogilvy Group)
Account Manager: Anna Timofeeva (Ogilvy Group)
Media placement: Digital - 4 Spots - Youtube.com - 29 April 2010

Describe the brief/objective of the direct campaign.
In March of 2009 new Venus Embrace – the first 5 blade razor for women was launched. For the smoothest glide on the skin which gets you to be even closer to the ones you love.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Idea was to create a series of viral videos on the subject of Dating and How Not to Screw Up Your Date that would lead you to the brand website www.school-of-date.ru. The videos position Venus Embrace as the necessary element of getting ready for the date with the one you love. It was important to make videos look like home style, user-generated videos to gain trust of a young audience. Banners on youtube directed viewers towards the videos.

Explain why the creative execution was relevant to the product or service.
The agency task was to create three viral videos on the subject of how not to screw up a date. The videos position Venus Embrace as the necessary element of getting ready for the date that lets you be even closer with the ones you love.

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.
Viral campaign was launched on YouTube and by April, 29 it had 295 940 views. The video appeared in most viewed on YouTube on April, 22 and stayed in the Top5 of Yandex videos.