The document outlines a marketing campaign for Procter & Gamble's Olay skincare products at Tesco stores in the UK. The strategy was to place billboards at public transit stops advertising a "lover's line", where women could call and receive a flirty message prompting them to visit any Tesco for a free Olay sample. Visuals and sounds were created for the billboards and phone line to suggestively promote the campaign while driving women to purchase Olay products at Tesco rather than competitors like Boots.

1. B2B Campaign Case
Procter & Gamble
Call your lover.
Client Personnel: Claudia Magielsen
Bohemia Personnel: Marco de Boer
Melissa Agostino
Henry Tyminski

2. Situation
Within 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 products
as Boots but cheaper!
“How do we get women to buy Olay at Tesco?”

3. Target
• Get women to go to Tesco to buy their Olay skincare.
Target group
• Women between 25 and 45 years

4. Strategy
Women are sensitive to suggestive messages and their
cell phone is almost a vital life line, they never leave home
without it.
e target group can pick up a secret message when they call
the lovers line promoted on bill boards at public transport stops.
With this secret message they can go to the any Tesco desk to
receive a free Olay skincare sample.

5. Concept
Billboards at all public transport stops show young women
laughing and having a good time. e positive feeling drives
women 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 or
German lover?” ese lovers whisper sweet and naughty words
about how good the woman looks. In the end the lover sends
a text message to collect your surprise from Olay at Tesco’s.

6. Visuals
Call your lover.

7. Billboard
Which tongue tickles your
fancy?

8. Billboard
Which tongue tickles your
fancy?

9. Sound
Please select your lover...
Press 1 for Italian,
Press 2 for Latin...

10. Results
Because of our NDA we cannot mention any results of this
extremely successful UK campaign.

11. Dare to Stand Out.
For more information:
Hugo Kalf hugo@bohemiaamsterdam.com
Kyra Roest kyra@bohemiaamsterdam.com
Bohemia Amsterdam
Sint Pieterspoortsteeg 23a
1012HM Amsterdam, Netherlands
+31 [0]20 42 33 555
bohemiaamsterdam.com