DOVE PERFECT CURVES by Mindshare Madrid for Dove

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DOVE PERFECT CURVES

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Industry Skin Care
Media Promo & PR, Case study
Market Spain
Agency Mindshare Madrid
Released March 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: UNILEVER ESPAÑA
Product/Service: BODY LOTION
Date of First Appearance: Mar 25 2009 12:00AM
Entrant Company: MINDSHARE SPAIN, Madrid, SPAIN
Entry URL: http://www.telecinco.es/doveurbancasting
Brand Manager: Nuria Porqueres (Unilever)
Assistant: Clara Valenti (Unilever)
Media Manager: Maria Beatriz Iglesias (Unilever)
Media placement: Board Perfect Curves - OOH - 25/03/2009

Results and Effectiveness
• An average of 1,600 daily users followed the online Dove Urban Casting updates. • More than 3,500 enrolments. Since the TV announcements, enrolments increased up to an average of 200 a day. • High TV and Internet coverage. • High levels of awareness and publicity in lots of media supports.

Creative Execution
Dove found three real women, identified with the brand to feature in its next TV campaign. We chose T5, a leading TV channel, and started broadcasting promo spots calling women to enrol on T5’s website to participate in the casting. Thousands of women registered, mentioning their interest for the brand and for such an innovative idea. A dialogue was established between brand and contestants. To follow, we chose fifty women for a live casting at Mango’s clothing stores (a popular retailer in Spain). The best six of them participated in different try-outs and actions with Dove’s marketing team. After these performances, the public was able to vote for their favorites on the Internet, and that’s how we came up with the three winners, who each featured in a TV spot. To increase awareness, we used several short pieces on TV announcing that Dove would have its new spots featuring contestants from the Urban Casting.

Insights, Strategy & the Idea
Dove Perfect Curves is a new product planned to grow into the firming segment, a very active and innovative one. We needed to communicate and demonstrate the product’s efficiency in a distinctive way. Dove called for the Dove Urban Casting.