Dove Nourishing Body Wash Challenge
The Dove Real Beauty Challenge...
Shower in a Parking Lot?!?
The classic Dove Real Beauty challenge always involes real women trying product to reveal efficacy. This concept offered a Real Beauty challenge... but with an unexpected twist. The narrator invited women walking up to a store that sold Dove body wash to try the formula...on the spot. If she agreed , we invited her to enter a mini spa set up in the parking lot for a firsthand pampering and skin-caring experience. I wrote a TV script that captured the surprise and delight of the women as they entered the luxurious spa environment and experienced the product. The TVC was shot in and for South America, and the campaign included print and digital advertising, direct mail, POS elements and social media.
Campaign Elements
The challenge goes on tour across LATAM, while a digital challenge lets women participate through social media and a fun engagement piece lets the audience join in to reinforce the skin-loving benefit.
Partnering with major retailers to reinforce drive to purchase, the mobile Dove Body Wash Challenge would let women try the product firsthand with luxurious built-in shower stalls inside, and offer incentives such as coupons, samples and massages. Women use digital tools to evangelize their experiences on social media, and also sign up to receive skin tips directly from Dove.
TVC Developed for LATAM
5921_DoveAthena_ARG_30_111208.mov.movDove Shower-in-a-Parking-Lot Case Study
CONTEXT
The brand wanted to position the new body wash as a pampering experience that delivers superior moisturizing benefits. In keeping with the Dove brand values, the campaign needed to feel empowering, credible and highly engaging.
CONUNDRUM
Women don’t associate the brand with pampering. Body wash users actually have multiple products in their shower, and don’t use Dove for the sensorial aspect. In addition, as part of the ‘Real Beauty’ movement, the campaign required showcasing real women, looking and feeling highly authentic…and still delivering a sense of surprise and delight.
CAMPAIGN + MY CONTRIBUTION
In creating the Dove Body Wash Challenge and daring women to take a shower in a parking lot, I heightened the thrill and surprise of the challenge…while reinforcing the immediacy of the sensorial benefit. In addition to developing the TVC script and working through the production, I also developed synergistic print and digital campaign elements.