Dove: DOVE SURPRISES

Credits & Description:

Client UNILEVER
Product DOVE
Entrant MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Product/Service
Category: Consumer Products
Title: DOVE SURPRISES
Product/Service: DOVE
Entrant Company : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Ben Knight Memac Ogilvy Creative Director
Leila Katrib Memac Ogilvy Senior Art Director
Naresh Kumar Memac Ogilvy Copywriter
Elizabeth Dewar Memac Ogilvy Art Director
Lina Safstrom Memac Ogilvy Copywriter
Kris Balerite Memac Ogilvy Senior Designer
Lisa Saunders Memac Ogilvy Account Director
Abeer Elyan Memac Ogilvy Account Manager
Siwar Khodr Memac Ogilvy Account Executive
Karl Edwards Karl Edwards Motion Pictures Director
Results and Effectiveness:
22,435 women engaged in this activation on our stands. They either wrote the message on a note or had their photograph shared via social media carrying a message for their loved ones. 33,547 engaged online between, the app, Facebook and twitter. 3,174 women were actually surprised by their loved ones through the various Dove channels. We were able to share these surprises spreading 3,000,000 smiles around with the number of views on YouTube. The relationship we built with our consumers, and the impact we left on women was revealed through a sale increase of 15%.
Creative Execution:
We set up activation stands in 8 Fitness First gyms and major Malls across the UAE and invited women to write personal messages about how beautiful a friend or loved one is. Every message was hand written on an Origami Dove bird and delivered to their friend via our Facebook page. We selected over 50 women to have their messages personally delivered to their homes or offices along with a gift from Dove and an additional 13 women had their own personal billboards created to show to their friends, and the country, just how beautiful they really are. Women across the UAE realized something about themselves that they never thought of before. Dove got their message out to thousands of women that they are more beautiful than they think and this small but powerful gesture was shared by almost 3million people across social media channels.
Insights, Strategy and the Idea:
The objective was clear. Dove believes that every woman is beautiful just the way they are and they wanted this message to get across to women of the UAE in a very believable way. The fact is only 4% of women globally feel that they are beautiful! We did not believe that women would change the way they thought about themselves if Dove simply just told them that they were beautiful. We believed that they would change their opinion if it came from someone they cared for the most, like a best friend, daughter or sister. This gave us our big idea. Dove Surprises gave the women closest to them the chance to show them how beautiful they are with surprise messages and gifts delivered straight to their doors or through social media. After all, who would you believe, a brand or your Best Friend?