Olay: AGES

Credits & Description:

Category: Best Use of Print

Advertiser: PROCTER & GAMBLE

Product/Service: OLAY

Agency: F/NAZCA SAATCHI & SAATCHI

Date of First Appearance: Dec 3 2010

Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL

Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)

Creative Director: Eduardo Lima (F/Nazca Saatchi & Saatchi)

Art Director: Keka Morelle (F/Nazca Saatchi & Saatchi)

Copywriter: André Faria (F/Nazca Saatchi & Saatchi)

Account Director: André Gustavo (F/Nazca Saatchi & Saatchi)

Account Manager: Patricia Bulhões (F/Nazca Saatchi & Saatchi)

Account Supervisor: Andrea Almeida (F/Nazca Saatchi & Saatchi)

Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatchi)

Planning Manager: Thiago Bersou (F/Nazca Saatchi & Saatchi)

Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)

Media Director: Adriana Roza (F/Nazca Saatchi & Saatch)

Media Supervisor: Tiago Capalbo (F/Nazca Saatchi & Saatch)

Media placement: Print - Intervention - Caras Magazine - 1 December 2010



Insights, Strategy & the Idea

The objective was: The Launch Olay Brand from Procter & Gamble in Brazil. Olay is a global brand with more than 50 years of existence. Olay is the global selling brand within the facial cream category in the US and Europe.

Women between 25 – 49 years old, who use anti aging cream, were the Olay target. In the beauty category the consumer is not faithful to the brands. So we had to boost curiosity and trial for Olay. Our idea went straight to the point: we created totally different way to show the main benefit - Olay Hide your Age.

The idea was so relevant because it was an innovation not only in the media itself, but in the way of using celebrities in advertising.



Creative Execution

We chose Caras the most important entertainment/gossip magazine which weekly has a 350 thousand circulation/week and has more than 4 million readers/week and we created a never seen before intervention. In the Caras editorial we replaced the age of every celebrity for Olay Micro sculpting Cream. Were the reader normally would find the age of the celebrity instead he found the product, in brackets hidden the age. An innovative and creative way of using celebrities like Nicole Kidman, Helen Mirren, Sophia Loren, Jessica Simpson and even Sir John Malkovich to sell the product. The action was aired during 9 weeks.

Besides that action, a big launch campaign happened. It involved digital activation, Open TV, Magazine and merchandising.



Results and Effectiveness

The action achieved more than 3 million impacts in Olay’s target, as well as a huge volume of spontaneous media and buzz.

In a few weeks the new brand gained awareness and a share of the market.