Venus Promo, Case study BIGGEST SWIMSUIT PHOTOSHOOT by Starcom Mediavest Group Johannesburg

Adsarchive » Promo , Case study » Venus » BIGGEST SWIMSUIT PHOTOSHOOT


Pin to Collection
Add a note
Industry Shaving
Media Promo & PR, Case study
Market South Africa
Agency Starcom Mediavest Group Johannesburg
Released November 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: PROCTER & GAMBLE
Date of First Appearance: Nov 14 2009 12:00AM
Media Director: Amaleya Goneos (Starcom MediaVest Group)
Business Development Manager: Rebecca Whisson (Cosmopolitan)
Brand PR Manager: Leanne Davidson (Procter & Gamble)
Assistant Brand Manager: David Greyling (Procter & Gamble)
Brand Manager: Akwasi Opukudakwa (Procter & Gamble)
Media placement: Event - 14 November 2010 - 14/11/2009

Results and Effectiveness
Venus’ main brand message is “Revealing my inner goddess”, and we allowed hundreds of women to feel they were doing that on that day. Thousands of other beachgoers were witnesses, and 2.5 million people heard about the event on the radio, TV or the web. We also clearly got out our message that the Venus Breeze would make shaving more convenient. It became the top selling razor, beating our stated target of increasing Venus market share by 5 percentage points.

Creative Execution
Three. Two. One… Say cheese. And… click. One photo. Hundreds of bikini-clad participants forming the word “COSMO”. The photo still makes us smile today. Obviously, the build-up to, and follow-on from that click were vital to the impact of our campaign. We put the word out in partnership with Cosmopolitan magazine. Between our advertorials, and their editorial tweets, we generated excitement. A Facebook group was set up. Those who expressed an interest were blasted with tips about the convenience of shaving with Venus Breeze and with beach beauty advice that they shared with friends. On the day, many people encountered the radio and online updates encouraging people to join the crowd. And the event was profiled and discussed long afterwards on international websites, in the regional press, on radio, and even on TV on South Africa’s most popular lifestyle programme, Top Billing – at no cost to us.

Insights, Strategy & the Idea

One thousand and sixty legs. Very smooth legs. These legs belonged to women who would become brand ambassadors for the new Venus Breeze razor, just the sort of easy-going, spontaneous people that were the target audience for a razor offering a quick and easy new way of shaving. With careful planning, we had created one of the most talked-about events of the summer. We knew that we could reach our target customers via the trusted magazine Cosmopolitan, whose partnerships are seen as strong endorsements of beauty products. We knew that they would flock to us if given the chance of a moment of fame. And we knew that they would take their fun experiences and help us spread the word about Venus Breeze. And we planned to get ourselves into the record books. It was South Africa’s biggest swimsuit photoshoot. Ever.