Priceline: I FEEL BEAUTIFUL

Credits & Description:

Advertiser: PRICELINE
Agency: RED AGENCY
Category: Retail and E-Commerce, including Restaurants
Marketing Director/Priceline: Amanda Connors (Api)
Senior Marketing Campaign Manager/Priceline: Allana May (Api)
Project Manager: Clare Rees (Pacific Magazines)
Director Of Advertising Sales: Dymphna James (Pacific Magazines)
Media Planner And Buyer: Emma Davis (Media Merchants)
Media Manager: Justine Butler (Media Merchants)

Execution
Research behind the I Feel Beautiful campaign indentified four areas in defining what it means to feel beautiful: Inner Beauty, Body, Face and Hair. These areas drove the media and creative agenda.The campaign kicked off with the focus on Inner Beauty and Body with an attempt to break a “Guinness World Record” for the most people eating a healthy breakfast – in bed – at the same time. From there a different area of beauty took the lead each week and the campaign adapted to include in-program editorial and advertorial segments on morning television; editorial, advertorial and inserted booklets in magazines; an online hub featuring supplier offers and articles; and a consumer promotion. The I Feel Beautiful seminars and beauty retreats were the jewel in the campaign crown. Women could experience the Priceline company philosophy and product offering firsthand. Priceline’s Sister Club charities benefited from donations via these events.

Effectiveness
The campaign was a huge success! Priceline outlined their objectives as the following: 1)An increase in sales by 3.5% for March 2012. We achieved 4% - 14% above target!2)Raising money for Priceline’s Sister Club charities. We achieved a 2.3% increase in Sister Club sales representing a significant dollar value!3)Increase brand perceptions scores of “ Priceline understands women” by 8%. We achieved 10% - 25% above target!From a media perspective, with a spend of $1,200,000 we promised $3,177,075 in value, and delivered $6,498,479 including PR. This equated to 104% above the return on investment target.

Strategy
Since launching 20 years ago, Priceline has grown into Australia’s premiere one-stop, health and beauty retail experience. This success has come from Priceline’s commitment to understanding what makes the Australian woman feel beautiful and listening to the customer. To give Priceline an edge in the struggling Australian retail category – and combat a boom in on-line shopping options – we opted for a more emotive brand message: to appeal to a woman's ethos, rather than heavy rational messages, and deliver an all-round consumer experience. This set Priceline apart from their competitors.To understand current views on beauty we commissioned a bespoke research study which discovered that while all women want to feel beautiful, every woman’s view of what beauty means is different. From this we created the I Feel Beautiful campaign which gave consumers a one-stop guide to transforming themselves and feeling beautiful.