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美容没有年龄限制 1
案例简介：简介: 鸽子在抗衰老行业的竞争中仍然缺乏可信度，其新的抗衰老配方不得不与声称 “减少皱纹 88%” 和 “增加胶原蛋白产量 60%” 的品牌竞争。该品牌需要在 2007年和 Dove Pro-Age 进入抗衰老领域时击败主要竞争对手妮维雅为抗衰老部门开展宣传活动，目标群体可以与之真正识别，并有助于将 Dove 与竞争对手 Dove Pro Age 区分开来，该产品面向 50 岁以上的真正女性，直到现在, 感到被忽视、被忽视和被迫否认自己的年龄。超过 3分之2 的人认为如果当前的媒体图像真正代表了今天的人口，那么似乎没有 50 岁以上的女性真正存在。因此，“美没有年龄限制” 的竞选理念诞生了。根据一项全球研究的见解，鸽子旨在利用摄影师向世界展示 50 多名女性的美丽安妮 · 莱博维茨50 多名女性的裸体全身图像伴随着标题 “太老了，适合抗衰老广告”，随后是 “”，但这不是抗衰老广告。这是亲年龄。一个三阶段的活动通过公关活动引入了德维的美容理论，随后是电视、印刷和 BTL 媒体，包括采样、广告、店内活动和联合促销活动，以推动其跨市场的亲年龄线试验，并在线和离线增加客户关系管理活动，以确保目标群体的长期参与。
美容没有年龄限制 1
案例简介：SUMMARY:Dove still lacked the credibility in the competitive anti-ageing sector and its new anti-ageing formula had to compete with brands claiming to reduce wrinkles by 88% and boost collagen production by 60%.The brand needed to beat main competitor Nivea upon entry into the anti-ageing segment with Dove Pro-Age in 2007 and develop a communications campaign for the anti-ageing segment with which the target group could truly identify and which served to differentiate Dove from its competitorsDove Pro Age addressed Real Women aged 50+ who, until now, had felt ignored, neglected and pressured into denying their age.Over two-thirds believe that if current media images truly represent todays population, it would appear that no women over 50 actually exist.Thus the campaign idea Beauty has no age limit was born.Based on insights from a global study, Dove aimed to reveal the beauty of 50+ women to the world, using photographer Annie Leibovitz. The nude, full-body images of 50+ women were accompanied by the headline Too old for an Anti-ageing ad followed by But this isnt an anti-ageing ad.This is Pro-Age.A 3-phase campaign introduced Doves beauty theory via PR activities, followed up with TV, print and BTL media including sampling, advertorials, in-store activities and joint promotions to drive trial of its Pro-Age line across markets and added CRM activities online and offline to ensure long-term involvement of target group.
Beauty has no age limit 1
案例简介：简介: 鸽子在抗衰老行业的竞争中仍然缺乏可信度，其新的抗衰老配方不得不与声称 “减少皱纹 88%” 和 “增加胶原蛋白产量 60%” 的品牌竞争。该品牌需要在 2007年和 Dove Pro-Age 进入抗衰老领域时击败主要竞争对手妮维雅为抗衰老部门开展宣传活动，目标群体可以与之真正识别，并有助于将 Dove 与竞争对手 Dove Pro Age 区分开来，该产品面向 50 岁以上的真正女性，直到现在, 感到被忽视、被忽视和被迫否认自己的年龄。超过 3分之2 的人认为如果当前的媒体图像真正代表了今天的人口，那么似乎没有 50 岁以上的女性真正存在。因此，“美没有年龄限制” 的竞选理念诞生了。根据一项全球研究的见解，鸽子旨在利用摄影师向世界展示 50 多名女性的美丽安妮 · 莱博维茨50 多名女性的裸体全身图像伴随着标题 “太老了，适合抗衰老广告”，随后是 “”，但这不是抗衰老广告。这是亲年龄。一个三阶段的活动通过公关活动引入了德维的美容理论，随后是电视、印刷和 BTL 媒体，包括采样、广告、店内活动和联合促销活动，以推动其跨市场的亲年龄线试验，并在线和离线增加客户关系管理活动，以确保目标群体的长期参与。
Beauty has no age limit 1
案例简介：SUMMARY:Dove still lacked the credibility in the competitive anti-ageing sector and its new anti-ageing formula had to compete with brands claiming to reduce wrinkles by 88% and boost collagen production by 60%.The brand needed to beat main competitor Nivea upon entry into the anti-ageing segment with Dove Pro-Age in 2007 and develop a communications campaign for the anti-ageing segment with which the target group could truly identify and which served to differentiate Dove from its competitorsDove Pro Age addressed Real Women aged 50+ who, until now, had felt ignored, neglected and pressured into denying their age.Over two-thirds believe that if current media images truly represent todays population, it would appear that no women over 50 actually exist.Thus the campaign idea Beauty has no age limit was born.Based on insights from a global study, Dove aimed to reveal the beauty of 50+ women to the world, using photographer Annie Leibovitz. The nude, full-body images of 50+ women were accompanied by the headline Too old for an Anti-ageing ad followed by But this isnt an anti-ageing ad.This is Pro-Age.A 3-phase campaign introduced Doves beauty theory via PR activities, followed up with TV, print and BTL media including sampling, advertorials, in-store activities and joint promotions to drive trial of its Pro-Age line across markets and added CRM activities online and offline to ensure long-term involvement of target group.
美容没有年龄限制 1
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Beauty has no age limit 1
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基本信息
- 广告战役： #Beauty has no age limit -6cf9#
- 广告品牌： 鸽漆
- 发布日期： 2008-06-01
- 行业领域： 个人护理 , 日用品/母婴
- 媒体类别： 海报/平面
- 广告语言： 德语
- 媒介平台： 网络
- 获得奖项：
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