Unique Style Make Up Studio Promo, Case study VOICE REJUVENATION by Ogilvy & Mather Guatemala

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VOICE REJUVENATION

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Industry Skin Care
Media Promo & PR, Case study
Market Guatemala
Agency Ogilvy & Mather Guatemala
Director Edgar Ramirez
Creative Director Miguel Mayen, Herberth Monterroso Ogilvy
Art Director Ruben Leyton Ogilvy
Copywriter Otto Gramajo
Account Supervisor Pilar Vazquez
Released January 2011

Credits & Description

Category: Best Use of Audio
Advertiser: UNIQUE STYLE MAKE UP STUDIO
Product/Service: ANTI-WRINKLE CREAM
Agency: OGILVY GUATEMALA
Date of First Appearance: Jan 10 2011
Entrant Company: OGILVY GUATEMALA, GUATEMALA
Chief Creative Officer: Ramiro Eduardo (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Creative Director: Miguel Mayen (Ogilvy Guatemala)
Copywriter: Otto Gramajo (Ogilvy Guatemala)
Art Director: Ruben Leyton (Ogilvy Guatemala)
Account Supervisor: Pilar Vazquez (Ogilvy Guatemala)
Media Director: Ana Luisa Yurrita (Ogilvy Media)
Director: Edgar Ramirez (16 mm)
Sound Engeneer: Ender Barrientos (30 Segundos)
Media placement: Radio Talk Show Sponsored Segment - Fabu Stereo 88.1 FM - 10 January 2011

Insights, Strategy & the Idea
The main objective of our communication was to launch and position Naked Glow, the anti-wrinkle creams from Taberco, as a fast and effective way to look younger.

Our target: Women 20-50 years old, ABC+ SEL. Women that invest time and money to avoid ageing.

With a very low budget compared to the famous brands in skin care, we knew that Naked Glow could not compete in the same media in which these brands advertise: outdoor, press, magazines and TV. Instead, we used radio, based on the insight that the other way to show your age, without an image, is your voice.

Creative Execution
Naked Glow sponsored the opinion segment in Fabu Stereo’s morning talk show, a show targeted for housewives between 35 and 50 years old.
Instead of just talking about the product’s benefits, we made our audience feel younger the only way it can be done in a radio talk show:
We hired a professional young actress to dub LIVE the ladies’ voices, knowing that there is a delay between the phone call and the aired sound.
Our audience experienced an instant voice rejuvenation receiving an invitation to look as young as they sounded by using our product.

Results and Effectiveness
Our brand's segment became the most popular in the radio talk show, increasing its rating by 81%, the brand's top of mind by 39% and overcoming sales objectives by 11%. This communication strategy positioned the new Naked Glow as a trustworthy and effective anti-age line of products.