Dove: MOTHER'S DAY

Credits & Description:

Advertiser: DOVE
Agency: OGILVY SPAIN
Category: Corporate Image & Information
Advertising campaign: MOTHER'S DAY
Art Director: Carles Patrís (Ogilvy & Mather Publicidad)
Executive Creative Director: Camil Roca (Ogilvy & Mather Publicidad)
Agency Producer: Eva Vazquez (Cpworks)
Copywriter: Manuel Cardenas (Ogilvy & Mather Publicidad)

Outcome
The campaign was a truly success achieving the main goal of engagement just during Mother’s day weekend. Almost 500.000 views of the video, 2.000 likes on Facebook, 190 tweets, 11 post on affinity blogs. It is important to consider that media budget included just Youtube and Facebook actions; rest of visibility was natural and viral.

Client Brief Or Objective
Dove Brand would like to be the reference for real women independently of age, color of skin or weigh. The brand looked for different ways to make the sensitive connection with them. The target audience is women between 25- and 35 years old, women that love themselves. Dove knows about the big link between mothers and daughters were they live together or far away so they encouraged us to think and activation that reinforced that point

Implementation
The campaign implementation had two phases: The first one was to find the best daughters who live far away (Germany, Japan…) from their mothers and cheat them, with the association of the fathers, to go to the cinema one special day. Before the film started, began a video where the daughters talked about their mums and how much they missed her. They felt touched and surprised.

Relevancy
Because it assures us address our target audience directly