Our OXY spot has popped!
We had an exciting few months at the end of 2008 as our first ever TV advert hit the air. The Ad was for OXY's relaunched skincare range targeted for teenage boys.
An exciting new product (the first on the shelves to be aimed solely at this group) and an exciting campaign for us (our first integrated TV, pack and digital campaign)
If you know anything about us, you'll know that we are clear about the fact that we're a digital specialist and don't do offline work. So when the guys at OXY liked our ideas enough to ask us to create their TV ad too, we were nonplussed. But delighted of course!
The discussion came about during our pitch for the website. As part of developing a concept for the site we created a brand theme to build our ideas around. The theme caught on.
The idea was that if you remove spots from teenage guys, they are no longer repellent to girls. We called the effect Oxy Magnetism. This became the foundation of the brand.
To produce the advert, we enlisted MTP, a Glasgow-based TV advertising production house. Our integrated approach paid dividends here with many efficiencies being made thanks to planning offline and online activities together.
A great result!
The first pass of the campaign is now complete and the results are something to be proud of. Awareness rose from 57% to 66% (the only brand to significantly grow awareness over this period) and the research company charted a significant increase in the number of people who would consider buying Oxy. We also had over 750,000 hits on the new oxy.co.uk site we developed.
The campaign succeeded in re-positioning the brand without losing the core message. The target groups of mothers and young men all responded well, with the uplift in awareness most marked in young men.
Prior to the campaign, most respondents were most likely to say that OXY was "for anyone with spots or problem skin" and that it was "really effective against spots". These were also the main perceived values after the campaign but we also saw a significant increase in those saying "it is designed to appeal to young men", this increase being entirely attributable to the young men themselves.
OXY beat Lemsip Max All in One, Nicorette Inhalor, Savlon Advanced Gel, E45 Endless Moisture & Optrex Actimist to win the Best New Product launch at the Smart Awards. They said it was…
"The best overall support pre- and post-launch. Elements considered include market research, positioning, consumer advertising, training, detailing, PR, direct marketing, new media, packaging and point-of-sale"
We are very proud of the result - please take a few moments to have a look for yourself here:
Explore the range, watch the ad and see the 'making of' video too on the OXY site
See the ad and making of on our YouTube page
Tell us what you think!
PS - let me take this opportunity to say an Oscar style 'thank you' to everyone that helped us make our first ad, and put up with us learning on the job - not least everyone at Mentholatum who were really helpful and supportive.