Launching with television and online around the theme ‘The evolution of beauty’, the campaign - which was developed through a three-way collaborative effort involving Starcom - has launched with several teaser spots running across NGC.
These precede a series of two-minute vignettes which are both ultimately aimed at driving traffic online to two P&G portals which have been created for the campaign - www.skinproof.com and www.undeniableproof.com.
The first phase of the vignettes seeks to explore the evolution of beauty over the centuries, from the exfoliating milk baths of the Egyptians to modern-day skin care solutions such as dermabrasion and facials.
The second phase, which is due to launch by October, brings together the science of skincare, culminating in a series of vignettes focusing on the brand itself, using testimonials from consumers who have used the product.
Phase two will shift past the historical aspects of skincare as it seeks to communicate the strengths of Olay Total Effects to consumers.
Olay Total Effects, which is positioned as a ‘more-premium’ buy in the skincare giant’s product portfolio, is an all-in-one anti-ageing product which combines age-old remedies with modern skin care treatments.
“We are all about innovation and we want to explore opportunities, and make sure that we grasp those opportunities. Consumers are changing, and we need to change with the times as well,” said a P&G spokesperson, referring to the decision to eschew traditional advertising in this case.
“We want to create that connection with consumers, which is not something that is often done in a category like skincare, and by using a scientific approach with National Geographic, we feel it fits well.”
Avi Himatsinghani, vice-president, advertising sales and partnerships, National Geographic Channel Asia, said: “This is the first time that we have tied up with a fast-moving consumer goods brand for a pan-regional solution, but P&G really was looking for a media partner to create buzz around the launch of the campaign.
“In general, FMCG brands tend to be quite ‘mass’ in their approach, but one of the things which made this possible is the fact that Nat Geo has several feeds regionally - essentially allowing P&G to target its consumers while skipping the markets in which it is not interested.”
According to Himatsinghani, the campaign will run for at least three months.
Overall, the push is expected to reach more than six million households in Asia-Pacific, with key markets including Singapore, Thailand, Vietnam, Malaysia and Australia, among others.
