Olay Botanical Fusion Body Wash
Upcoming SlideShare
Loading in...5
×
 

Olay Botanical Fusion Body Wash

on

  • 195 views

 

Statistics

Views

Total Views
195
Views on SlideShare
195
Embed Views
0

Actions

Likes
0
Downloads
2
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Olay Botanical Fusion Body Wash Olay Botanical Fusion Body Wash Presentation Transcript

  • olay botanical fusion body wash holistic communication idea - interactive
  • Agenda 1. project background 2. holistic communication idea Saatchi & Saatchi
  • Communication strategy Saatchi & Saatchi Overall benefit: New Olay Botanic Fusion BW, its sweet scent swirls around you like in a spa, helps your body skin to enjoy being moisturized (OLAY“ 植美汇”沐浴系列,让你萦绕在甜美香氛中 ,(如同 SPA )肌肤尽享滋润 ) 1) Primary Benefit--Scent brings enjoyable bathing experience. 2) Secondary Benefit—Moisturizing. RTB: New Olay Botanic Fusion BW, new botanic fusion formula – rich moisture foam with multi- botanic extract essential oils, releases the scents of nature slowly ( 全新 OLAY“ 植美汇”沐浴乳,创新 Botanic Fusion 配方-丰盈滋润泡沫糅合多种植物精油, 层层释放天然香氛 ) Brand Character A passionate ally who unleashes the best in me
  • objective: excite “china’s involved indulgers” with a new premium bathing experience issue: women only believe that essential oils OIIC when they do a spa can give them a deep indulgence of scent and deep moisturization insight: Daily showers are boring. I am seeking a new shower experience that will delight my multiple senses (scent/rich lather/in shower pleasant body skin touch) challenge: delight their senses with a new bathing experience Saatchi & Saatchi
  • insight: Daily showers are boring. I am Final LOI seeking a new shower experience that will delight my multiple senses (scent/rich lather/in shower pleasant body skin touch) lovemark organizing idea: Inspire your bathing world with infinite experiences Saatchi & Saatchi
  • 360 idea Saatchi & Saatchi
  • Media touch point tvc print outdoor LOI: interactive Inspire your bathing world with infinite experiences instore Saatchi & Saatchi event
  • Interactive objective & idea Interactive objective: To demonstrate the product benefit of in an interesting way to drive trial Interactive Idea: LOI: Strategic intent: Inspire your bathing world with infinite experiences Inspire women’s multiple senses with enjoyment Saatchi & Saatchi Interactive idea: [ sensorial enjoyment ]
  • Interactive strategic rationale To “see” To “touch” interactive idea: [ sensorial enjoyment ] To “smell” To “listen” Campaign Website : Olay dates with you tonight Saatchi & Saatchi
  • Campaign Website olay BF dates with you tonight 植美汇 , 今晚与你有约 Prepare for the date Make the consumer experience the sensorial enjoyment in an interactive way, lead them eager for the date Saatchi & Saatchi Experience the date Consumer can experience the sensorial enjoyment from Olay BF, via the exploration of the website Continue the date To sustain the online experience. Try Olay BF production, make the sensorial enjoyment from virtual world come to the reality
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi main scene_2
  • Saatchi & Saatchi main scene_3
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi
  • Saatchi & Saatchi widget
  • Attract consumer to understand OLAY BF online, push them to try the product. → Make the enjoyment of date with Olay from virtual world to reality . USB Perfume You can add your favorite perfume into the light, and enjoy the fragrance Any sharing of the link/leaving a message in bbs/playing the game, could have the chance to get it Olay BF sampling The priority to have a try of Olay BF Any sharing of the link/leaving a message in bbs/playing the game, could have the chance to get it Saatchi & Saatchi
  • Portal activities Online PR Create the buzz and aware of secret date campaign, and arouse the interest to explore EDM Send mails to existing member and invite them to secret date website Link to the campaign website: Olay dates with you tonight Spoke woman blog Talk about the feeling of secret date, to arouse interest of the consumer to find out the answer Saatchi & Saatchi Banner ad Draw attention and drive traffic to find out the secret date at our website
  • Online PR  Saatchi & Saatchi
  • Online PR  Saatchi & Saatchi
  • EDM  Saatchi & Saatchi
  • EDM  Saatchi & Saatchi
  • EDM Saatchi & Saatchi
  • EDM Saatchi & Saatchi
  • Banner ad Saatchi & Saatchi
  • Banner ad Saatchi & Saatchi
  • Spoke woman’s blog Saatchi & Saatchi
  • Thanks Saatchi & Saatchi