iAd is the proprietary Apple advertising platform designed to run within apps.Our audience was non-users of Olay and our brief was to engage and change their perception. Our approach was to do something Olay and P&G had never done before, something that Apple themselves had never done before given the limitations of HTML5- build a robust game. And not just 1 game but 2.

Gaming was our engagement strategy and we created Beauty Monster games to present us as the brand that helps protect women from everything that threatens to devour the beauty of their skin. Through the games and rewards we took our players on a journey of challenging fun and brand education.

The Results: The Beauty Monsters experience not only outperformed all the key objectives, it significantly outperformed all other iAd norms and had 4 times the message recall of TV advertising.