Results and Effectiveness

We got women talking… • Olay gained 14% WOM share during activity’s launch month, later increasing to 16%. • In contrast to Ponds at 12% - 13% and L’Oreal at 2% - 4% in the same time period. We got them buying!… • Share hit 4.1pt (almost 2x goal), highest in P4Y, after two months of launch! • 70% of consumers said they were motivated to buy the product since launch’s first month (vs. 55% goal). • Regenerist went out-of-stock! And Olay also use this opportunity to run an ‘out-of-stock’ campaign, celebrating the stock’s sale in 1/4th of the time!

Creative Execution

Idea: create a balance of Authenticity and Announcement to educate and ‘break-through’ daily news/information clutter. • Treat Regenerist’s promise of Laser, surgery-like effectiveness as “breaking news” • Be where consumers are getting their news, information and announcements, to drive talking power and value… …in short-term… Thai Rath, leading Thai daily: placed ‘news item’ creative to look like an actual news article, without advertising mention. Online: Balanced integration of news-focused and announcement-focused formats across sites centering on gathering information and touching base with one’s community, i.e. Pantip, Jeban, MThai, Sanook. TV/Radio: utilized news announcement-esque TV/Radio formats discussing Laser and Regenerist, leveraging additional anchor radio chat to discuss the break-through. …and longer-term… OOH: created larger than life building wrap at prime site (Mupi and ItalThai) Magazines: connected authentic, informative through advertorials with announcement in double-spreads…tying it all together. In-Store: nationwide amplification at the shelf, furthering highlighting the ‘product development news’ feel.

Insights, Strategy and the Idea

A key brand in Thailand, P&G wanted to further grow Olay. Given laser-like benefit superiority, Regenerist was its opportunity to put competitors Ponds and L’Oreal at bay. Goal: drive value share within the year to over 2%. This challenge – simple enough in some countries – would not be easy in Thailand. Our target is obsessed with anti-aging - demanding noticeable results, believing complex treatments/surgery is the best way to results. She prides herself on her looks and credibility with the brands/services she uses. Speaking about ‘new’ brands/products that helped achieve her beauty is just as important as showing results. This was Olay’s real challenge – building trust and thereby positive WOM. Making Regenerist’s promise believable and simple to understand - “Laser” results when needed most – was step one. Step two was to harness how these women talk, giving them something authentic yet compelling to share.