Avon Promo, Case study BEAUTIFUL BREASTS IN 5 MINUTES by Starcom Bucharest

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Industry Against Cancer
Media Promo & PR, Case study
Market Romania
Agency Starcom Bucharest
Art Director Radu Pop
Copywriter Dan Frinculescu
Released October 2009

Credits & Description

Category: Best Use of Magazines
Date of First Appearance: Oct 15 2009 12:00AM
PR Specialist: Andreea Catu (Avon Cosmetics Romania)
Innovation Director: Corina Bernschutz (Starcom Romania)
Copywriter: Dan Frinculescu (Leo Burnett Romania)
Activation Specialist: Mihaela MIhai (Starcom Romania)
Art Director: Radu Pop (Leo Burnett Romania)
Innovation Manager: Ruxandra Mateiu (Starcom Romania)
Media placement: Women Magazines - Fake Sample For Maintaining Beautiful Breasts - 20.10.2009
Media placement: On-Line - 17th Sites With 3,000,000 Views - 01.10.2009
Media placement: DM - 200,000 Views - 15.10.2009
Media placement: Women Magazines - Advertorials In 24th Titles Like: Cosmopolitan, Elle, Marie Claire, The One, Tab - 01.09.2009
Media placement: Ambient - Beauty Salons, Malls, Cinemas,trams, Train Station Platforms, Inside Of Subway T - 01.09.2009
Media placement: OOH - Bus Shelters, City Lights, Pillars - 01.10.2009
Media placement: Digital Movie Sponsorship - A New Category Added By Us: Avon Movie For Life - 01.09.2009

Results and Effectiveness
We generated lot of WOM among magazines readers; women were very surprised while taking the entire execution very seriously. The impact was effective – they read the entire handwritten message. Word of mouth was very powerful, and our campaign team noticed women spending more time in front of mirrors around Romania and talking about their health with friends.

Creative Execution
We wanted women to experience our campaign message. Therefore in women’s magazines, we made a special execution that looked like a “sample” of a beauty product. The fake sample was branded with our message, which read: “Product for maintaining the beauty of the breasts. Really beautiful breasts in just 5 minutes”. Inside of the fake sample, instead of a breast lotion women discovered a handwritten note about breast self-examination.

Insights, Strategy & the Idea
You spend 20 or 30 minutes a day in front of the mirror, to make sure you are beautiful. Stay a while. Spend another five minutes to check that you are healthy, too. That was our message this year, and it was one of our most successful to date. We’ve been working on behalf of Avon to raise breast cancer awareness for many years, and we have a deep understanding of women’s lifestyles and psychology. But we are committed to continually coming up with new and clever ways to get the message out. Too many women do not examine their breasts for lumps, even though they spend plenty of time worrying about how firm or how large they are. This year, we wanted to be inside their heads when they were in front of the mirror, so that they would make self-examination part of their beauty routine.