B2B Campaign CaseProcter & GambleCall your lover.Client Personnel: Claudia MagielsenBohemia Personnel: Marco de Boer Melissa Agostino Henry Tyminski
SituationWithin Procter & Gamble divisions strongly compete. e Olay / Tesco team wants to sell better in the Tesco stores,but from the perspective of the client this is di cult.Women primarily think of Boots when it comes to skincare,even though Tesco o ers the same range of Olay productsas Boots but cheaper!“How do we get women to buy Olay at Tesco?”
Target• Get women to go to Tesco to buy their Olay skincare.Target group• Women between 25 and 45 years
StrategyWomen are sensitive to suggestive messages and theircell phone is almost a vital life line, they never leave homewithout it. e target group can pick up a secret message when they callthe lovers line promoted on bill boards at public transport stops.With this secret message they can go to the any Tesco desk toreceive a free Olay skincare sample.
ConceptBillboards at all public transport stops show young womenlaughing and having a good time. e positive feeling driveswomen to call the free number to hear why.On the phone they can choose which lover they want to hear;“Ah mon Cheri, would you like a Latin, French, Italian orGerman lover?” ese lovers whisper sweet and naughty wordsabout how good the woman looks. In the end the lover sendsa text message to collect your surprise from Olay at Tesco’s.