ADVERTISING & PROMOTION: CAMPAIGN OF THE WEEK - OIL OF ULAY

The Brief

The Brief



It is 46 years since a South African chemist, looking for something to

prevent badly burned pilots from dehydrating, developed what we now know

as Oil of Ulay. Launched onto the post-war beauty market, it is now a

wide range of skincare products.



In October, Procter & Gamble made a significant move in the brand’s

history by launching the Oil of Ulay Colour Collection - the first

cosmetics to be sold under the Ulay name. The range is aimed at ’real’

women looking for practical long-lasting colours.



After a successful test in Plymouth, P&G chose Britain as its first

Colour Collection market and began plans to launch the brand in chemists

and supermarkets. Ulay agency Saatchi & Saatchi was briefed to develop a

campaign which would build on Ulay’s ’caring’ skincare image and create

a huge media splash for the immediate, post-launch weeks.



The Campaign



Saatchi created an attention-grabbing, multimedia circus through a

’virtual art gallery’, showing the work of five cutting-edge

contemporary female artists. Each artist was commissioned to create an

artwork celebrating the transformation that make-up gives.



The finished pieces were beamed into homes across Britain on five

consecutive nights, each focusing on a different artist and being

broadcast just once.



The ’commercials’ were actually sponsored TV broadcasts directed by the

artists themselves.



Once the week-long campaign was over, three ads took over. Featuring

Anna Bellegarde, the star of the Ulay skincare advertising, the ads

mixed the ’caring’ element of the Ulay image with a theme of credible

efficacy expressed by the ’We can prove ...’ line.



The Result



In the test market, Colour Collection became brand leader in just four

weeks and P&G reports that, nationally, it has been its most

successful-ever UK health and beauty launch.



In Adwatch, the advertising earns a recall of 76%, putting it in fourth

place. The data shows that, although aimed at the middle-age range,

Colour Collection has made its biggest impression on groups at either

end of that target, with 76% of 15- to 24-year-olds and 74% of 45- to

54-year-olds remembering the campaign.





THE ACCOUNT

Client:                Procter & Gamble

                      (Oil of Ulay Cosmetics)

Marketing director:   Ann Francke

Agency:               Saatchi & Saatchi

Creative team (art):  Sarah Stoneham (copywriter) and Jane Fairman (art

                      director)

Creative team

 (main campaign):     Chris Bain (copywriter) and Andy Plume (art

                      director)

Launch budget:        pounds 20m-plus

Media:                National and satellite TV, national press, radio,

                      point of sale and sampling

Core target:          Women aged 25 to 45



Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer