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SUB CATEGORY :
BEST USE OF FILM & INFOMERCIALS
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COMPANY ENTERING :
MCCANN MELBOURNE, MELBOURNE
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ENTRY TITLE :
LASER OR L'OREAL
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BRAND :
L'OREAL PARIS
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ADVERTISER :
L'OREAL PARIS
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AGENCY :
MCCANN MELBOURNE, MELBOURNE
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MANAGING DIRECTOR :
ADRIAN MILLS
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CHIEF CREATIVE OFFICER :
PAT BARON
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EXECUTIVE CREATIVE DIRECTOR :
MATT LAWSON
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CREATIVE DIRECTOR :
ANDY JONES
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COPYWRITER :
CHESNEY PAYET
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ART DIRECTOR :
COREY THORN
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DIGITAL DIRECTOR :
TONY PRYSTEN
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PHOTOGRAPHER :
CHRIS MOHEN
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DESIGNER :
ROSS GODDARD
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ACCOUNT DIRECTOR :
BRITTANY WICKES
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ACCOUNT MANAGER :
SARAH ROBERTSHAW
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ACCOUNT EXECUTIVE :
MADDISON CINQUE
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SOCIAL DIRECTOR :
CHRIS BAKER
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AGENCY PRODUCER :
VICTORIA CONNERS
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DIGITAL PRODUCER :
ALLISON SNOW
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FILM PRODUCTION COMPANY :
MASSES COLLECTIVE, SYDNEY
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DIRECTOR :
MATT DEMPSEY
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D.O.P/CINEMATOGRAPHER :
CAMPBELL BROWN
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GAFFER :
NATHAN GRANT
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POST-PRODUCTION COMPANY :
MCCANN MELBOURNE, MELBOURNE
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EDITOR :
OLIVER KNOCKER
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COLORIST :
OLIVER KNOCKER
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SOUND PRODUCTION COMPANY :
FLAGSTAFF STUDIOS, MELBOURNE
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SOUND DESIGNER :
STEVO WILLIAMS
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SOUND STUDIO PRODUCER :
BRODIE FLINT
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THE BRIEF :
L’ORÉAL PARIS NEEDED TO PROVE THAT THE REVITALIFT LASER X3 RANGE CAN ACHIEVE SIMILAR RESULTS TO A LASER SKIN RESURFACING PROCEDURE. BASED ON LEARNINGS FROM PRIOR CAMPAIGNS, AUSTRALIAN WOMEN ARE SCEPTICAL OF THIS CLAIM, SO WE NEEDED TO CREATE A DIRECT CAMPAIGN THAT PROVED IT WAS TRUE. OUR OBJECTIVES WERE TO INCREASE SALES OF REVITALIFT, AS WELL AS INCREASE L’ORÉAL’S MARKET SHARE.
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THE STRATEGY :
WE POSITIONED THE REVITALIFT LASER X3 RANGE AS A PAINLESS AND COST-EFFECTIVE ALTERNATIVE TO EXPENSIVE AND INVASIVE LASER SKIN RESURFACING PROCEDURES. AS AUSTRALIA IS REPORTED TO NOW SPEND MORE ON COSMETIC PROCEDURES THAN THE UNITED STATES, WE CREATED A FILM THAT TARGETED WOMEN WHO WERE CONSIDERING A PROCEDURE — TO PROVE THAT YOU CAN GET THE RESULTS WITHOUT THE PAIN.
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THE EXECUTION :
WE PROVED YOU DON’T NEED A COSMETIC PROCEDURE TO SEE RESULTS BY CONDUCTING THE ULTIMATE SIDE-BY-SIDE COMPARISON. OUR SUBJECT, KATE, HAD LASER SKIN RESURFACING ON THE RIGHT SIDE OF HER FACE, WHILE SHE USED L’ORÉAL REVITALIFT LASER X3 ON THE LEFT SIDE FOR FOUR WEEKS. WE TARGETED WOMEN WHO HAD SEARCHED FOR COSMETIC PROCEDURES ONLINE, AND SERVED THEM WITH OUR FIRST SOCIAL FILM. WE THEN USED RE-TARGETING VIDEOS TO KEEP OUR AUDIENCE UPDATED WITH KATE’S WEEKLY PROGRESS, WHILE ALSO INVITING WOMEN TO TRY THE RANGE FOR THEMSELVES. FINALLY, WE REVEALED THE RESULTS OF THE EXPERIMENT DURING A LIVE TV INFOMERCIAL.
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THE RESULT :
A CALL TO PURCHASE ON EVERY TOUCH POINT MEANT THAT THE FOUR-WEEK DIRECT CAMPAIGN LED TO THE HIGHEST EVER SALES OF REVITALIFT, AS WELL AS A 33% INCREASE IN MARKET SHARE. THE CAMPAIGN ALSO GENERATED 8 MILLION IMPRESSIONS, AND A 370% INCREASE IN ONLINE CONTENT VIEWS FOR L’ORÉAL PARIS.