Anti-wrinkle moisturizing products usually referred to as anti-aging boutiques are actually most effective when used at a young age – when aging signs are invisible.

It is therefore quite of a challenge to catch the attention of the younger audience and convince them about the benefits of anti-aging products through conventional advertising.

This is why we decided to champion an emotional approach with a relatable story at the heart of it, one that young consumers can connect with and be persuaded to give ‘their mom’s brand’ a chance.

The ads ran in magazines and OOH across Singapore and was accompanied with a dedicated PR campaign.

Strategically, we shed light on the unknow effects of aging - the ups and downs of life and the speed in which they transaction, instead of the more expected results endorsed by KOLs.

To succeed in our mission of capturing young consumers’ attention and trust, we decided to present the ad as a diary entry in both look and copy style celebrating the roller-coaster of life in all its beauty.

In a category of many clichés, this ad stands out as the progressive women’s decision and every creative decision pushed to position the brand and the product as such.

In their attempt to (re)connect with the younger audience brands tend to favour short content and social media.

However, this effort to buy its way into the audience new media habits can sometimes lack of the authenticity and emotional intensity of genuine storytelling.

We like to think that some stories are better told through long form storytelling.

In the era of noise pollution and short attention span, we feel the emotional connection to a story can have a more long-lasting impact if people actually make the effort to engage with the medium, to take to time to appreciate all the elements of a great story telling.

> The campaign fuelled the conversation about life changes and aging in the region

> Olay Regenerist sales grew 146% in Southeast Asia (compared to previous year)

> 73% of these sales came from young adults (22-30)

> A 3-point year-over-year lift in Consideration, and a 7-point year-over-year increase in “Brand For Me” scores

> And most important – the Olay client was convinced in our ability to engage with young adults and approved a full TTL campaign that will be rolled out in 2020