B2B Campaign Case

Procter & GambleCall your lover.

Client Personnel:Bohemia Personnel:

Claudia MagielsenMarco de Boer Melissa AgostinoHenry 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 products as 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 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.

ConceptBillboards 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.

VisualsCall your lover.

BillboardWhich tongue tickles your fancy?

BillboardWhich tongue tickles your fancy?

SoundPlease select your lover... Press 1 for Italian, Press 2 for Latin...

ResultsBecause of our NDA we cannot mention any results of this extremely successful UK campaign.

Dare to Stand Out.For more information: Hugo Kalf hugo@bohemiaamsterdam.comKyra Roest kyra@bohemiaamsterdam.com

Bohemia AmsterdamSint Pieterspoortsteeg 23a1012HM Amsterdam, Netherlands

+31 [0]20 42 33 555bohemiaamsterdam.com