Olay DM 28 DAY CHALLENGE by Quigley-Simpson

Category: Direct Response Broadcast: TV, Radio & Infomercials

Advertiser: PROCTER & GAMBLE

Product/Service: SKINCARE PRODUCT

Agency: QUIGLEY-SIMPSON

Date of First Appearance: Apr 26 2010

Entrant Company: QUIGLEY-SIMPSON, Los Angeles, USA

Executive Creative Director: Desmond Burrows (Quigley-Simpson)

Art Director: Seiji Kishi (Quigley-Simpson)

Copywriter: Noah Michel (Quigley-Simpson)

Account Supervisor: Karen O'Neal (Quigley-Simpson)

Executive Producer: Al Barillaro (Big Sisters Watching)

Media placement: Infomercial - National, Cable And Broadcast TV - USA, Bravo, E!, Food Network, HGTV, Lifetime, - 26 April 2010

Describe the brief/objective of the direct campaign.

The primary objectives of the Olay Pro-X infomercial were to generate trial, drive direct sales at an acceptable media ratio, and generate incremental lift at retail with new customers.

Our challenge was to develop a creative execution that was reflective of the high-end Olay Professional brand, yet also a hardworking DRTV show while keeping with a high base price ($59.97; 3 payments of $19.99).

The show cantered on a single question: How can you have your skin look and act more like it did when you were younger? Our answer: most women are searching for a way to look younger. Olay Pro-X was going to help them end that search.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

This show incorporated a high-end production without veering from tried-and-true DR tactics. A successful show must have a story behind the selling effort. Our story: a group of women led by television journalist Lara Spencer had spent years searching for the perfect skin treatment, and they find it in Olay Professional Pro-X. This “search for the holy grail,” featured numerous chapters: a discussion with one of the lead Olay scientists, discussions with women who had experienced the product and an interview with model/actress Angie Harmon.

Explain why the creative execution was relevant to the product or service.

We developed “28 Day Challenge” to stand out, in the crowded beauty infomercial category. This meant creating a show that was engaging, beautiful and very polished, just like the brand it was representing. The change Olay Professional Pro-X brings to your skin manifests itself visibly and dramatically after 28 days. So we created the Olay Pro-X Challenge: Try Pro-X for 28 days, and if you aren’t happy with the results, we will give your money back. This show combines the best in brand advertising from an iconic brand with true hard sell DR, leveraging Olay Professional’s brand equity

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

Thanks to our strong creative execution, compelling testimonials, scientific proof of results, awards/accolades and an entertaining host, not only did we meet the target media ratio goal, but the brand’s high credibility and awareness factor also helped consumers overcome initial objections to ordering via phone and web, along with the 60-day money back guarantee. Most gratifying was the lift in sales at retail and maintenance of share, a 25% improvement. The client was extremely pleased with initial results and the potential to use long form DRTV as a contribution-based model with a retail halo, defining a new paradigm for the medium.