The media scheduling and selection makes the message go straight to the point that only Olaz turns back time! The advertising message reflects category benefits (all anti-age skincare products are fighting against ageing effects), but doesn’t differentiate and doesn’t help the product to stand out from the clutter. Media allows it to be memorable just because we’re communicating it when our target is more conscious of the ageing effect.

Maximise coverage when the attention to the clock is higher, reaching 25% of the target audience in two days; effective: short time focus planning reinforce the link with 'speed up of time' idea; efficient: on air only two days = cost optimisation.