Dove lets users do the talking in brand's relaunch TVC

Created by Ogilvy & Mather, the campaign aims to encourage use among occasional and lapsed users in the mid 20s to 30s demographic by highlighting the benefits of smooth, silky hair with regular use. Ogilvy's planning director Judd Labarthe said: "The target group realises she has to figure out how to be a mom, a daughter and an executive all at the same time. The centre of her life isn't expensive cars or designer clothes, but rather the job of managing all those roles effectively. So when it comes to her hair, she takes a no-frills and no-nonsense approach." Titled 'Points of view', the TV spot features the faces and experiences of actual users of the new Dove shampoo. The commercial looks at what is wrong with ordinary moisturising shampoo and how customers can improve the look of their hair with Dove. The supporting outdoor campaign extends the theme, using images of actual users. Dove brought together more than 1,000 women from all over the island who have tried the new Dove shampoo. Each woman was photographed and their images were put together to create a composite visual, measuring 30m by 50m. The signage was then wrapped around a high-rise building on one of the capital's busiest intersections. Dove, which positions itself as a real, optimistic and timeless shampoo brand, faces competition mainly from Procter & Gamble's Head & Shoulders and Pert in Taiwan. Labarthe said: "The Dove brand has been built on one powerful proof: the deep conviction of the real women who use it. "For the relaunch, we developed the idea of magnifying this conviction by getting multiple women to share their points of view about using ordinary moisturising shampoo, contrasting that with their experience of the new Dove."