GOING TO GREAT LENGTHS by Starcom Toronto for Cover Girl

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GOING TO GREAT LENGTHS

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Industry Cosmetics & beauty products
Media Promo & PR, Case study
Market Canada
Agency Starcom Toronto
Creative Director Brett Channer
Art Director Basil Douglas Cowieson
Copywriter Tal Wagman, Lynranda Martin-Evans
Released January 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: PROCTER & GAMBLE
Product/Service: COVERGIRL COSMETICS
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: STARCOM, Toronto, CANADA
Strategy Manager: Nadia Codispoti (Starcom)
Strategy Planner: Alison Smith (Starcom)
Brand Manager: Laura Gray (Procter & Gamble)
Creative Director: Brett Channer (Saatchi & Saatchi)
Art Director: Basil Douglas Cowieson (Saatchi & Saatchi)
Copywriter: Tal Wagman (Saatchi & Saatchi)
Copywriter: Lynranda Martin-Evans (Saatchi & Saatchi)
Media placement: Transit Out of Home (interior subway posters, wall graphics, turnstile vinyl dom - Toronto & Montreal Subway Systems - February 1st 2010

Results and Effectiveness
Third party research by The Research House Inc. showed we connected with our target. COVERGIRL achieved competitive advantage on each important metric: - Overall campaign ad recall reached 60%; next closest competitor was 32% less. - Highest level of purchase intent more than doubled if the target was exposed to the transit campaign (12-28%). - Transit users recall was 14% higher. COVERGIRL maintained the # 1 position overall in the eye segment, and after 3 months, Lashblast length has become the #1 lengthening mascara in Canada. Sales volume increase of 14% in Ontario, 20% in Quebec (Nielsen Market Research)

Creative Execution
In addition to the base Drew Barrymore campaign of television and print, we layered on a buzz worthy initiative in the two most important ‘mascara war’ markets – Toronto and Montréal. Our target desired ‘lash transformation’ and we transformed her transportation of choice to create the customisation she seeks. The highlight of our transformation was the creation of a media first where we wrapped subway turnstiles and turned them into giant iconic yellow mascara wands. No easy feat, considering the Transit Authority rarely approves new advertising units. In fact, our supplier had to produce a prototype, wrap-up a turnstile at a subway station and take different levels of bureaucracy through the concept BEFORE we could get their approval. Each turnstile wrap was custom produced to match the dimensions of its station – and of course, every one of the 13 stations was unique.

Insights, Strategy & the Idea
All three of COVERGIRL’s major competitors were launching mascara innovation in the Winter/Spring of 2010 and COVERGIRL needed to combat their launch plans to defend their position. COVERGIRL’s prime prospect is young women (15-34) who are always on-the-go, heavy users of make-up – although they seek a natural look and are always looking for the next make-up innovation. The target better connects to messaging when in the mind-set of looking her best – such as on the way to work or going out with friends. With the creative agency, we agreed the consumer connection to celebrity endorsement (that was proven to lift brand performance) needed to be magnified and we believed dramatic ownership of colour would strengthen our competitive position. Subway use in Toronto and Montreal suited this opportunity and it didn’t hurt that she is three times more likely to use transit than your average young female.