Direct > Product/Service
DOVE COVER PHOTO
OGILVYONE WORLDWIDE, Frankfurt / UNILEVER / 2006
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
The Challenge:Dove through its initiative "Campaign for Real Beauty" started a revolution in the cosmetic business, instead of the usual stereotype models real women represented individual female beauty. The Dove CRM programme invited members to support the initiative sending in or uploading their photo on the Dove-online album. But how can you make such an initiative relevant in a mailing?
Outcome
The Result:38% of the cover photos of the Online album participants were members of the CRM Programme and received a personalised magazine cover.
Solution
The Idea:Dove surprised each participant from the CRM database who took part in the Dove-online album with an individual photo on the cover of the next edition of it´s CRM magazine, „Dove & Me“. Each magazine was totally exclusive and fully supported the magazine´s title "Dove & me".
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