OVERVIEW: Reversa was dwarfed by its competitors, and had very little to spend. To break through, it decided to break several category rules, and a few hearts. The results were outstanding.
SITUATION ANALYSIS: Reversa is designed to reverse the effects of skin's photo-aging. It has been promoted mainly to cosmeticians and dermatologists. It was largely unknown - though the women who knew it loved it. With a media budget for all of Canada below $230,000, Reversa needed to be audacious.
STRATEGY & INSIGHT: Forty is the age when a typical woman becomes interested in anti-aging products. Forty is also a prime time for Cougars. So who is this Cougar? She wants to be beautiful and seductive. She loves being complimented. She's financially and emotionally independent. She's very sexual. And she's looking for a fun, young sexual partner. Reversa would be the brand for her.
EXECUTION: Print launched in Fall 2006, showing a Cougar sitting serenely on a high-end sofa, with a recumbent naked Adonis alongside. The microsite seemoresideeffects.ca extolled the virtues of Reversa, supported by 12 video clips of rippling young men, apparently devoid of body fat. E-bay offered women a chance to "win" a handsome young man for a weekend. Ad banners, POS, PR, and even fake classified ads completed the story.
RESULTS: Sales for the 6 months from Sept 2006 were up 31% versus the previous year, compared to 2 - 3% growth historically. Gross profits increased 17% , versus a decline the year before. In addition, the microsite has attracted close to a million visits, with various of the videos appearing on You Tube.
CAUSE & EFFECT: Advertising was the only activity that could have influenced sales between September 1, 2006, and February 28, 2007. Nothing else changed in product, price (at par with most competitors), distribution or competition. This campaign also won two Gold Lions (Microsite and Online Banner) at Cannes 2007.
TAXI CANADA INC.
STÉPHANE CHARIER, VP Directeur crÉation
ÉLYSE NOËL DE TILLY, Concepteur rÉdacteur
ROBERTO BAIBICH, Directeur artistique
PATRICK CHAUBET, Co-directeur crÉation
BRIAN GILL, Conception rÉdaction anglaise
DOMINIQUE TRUDEAU, Directeur crÉation, Design & Interactif
ANNE-MARIE LECLAIR, Planification StratÉgique
ÉLANA GORBATYUK, Planification Web
AUDREY LEFEBVRE, Conseillére, Groupe Conseil, Media, Media Experts
EMILIE T. RABINOWICZ, Productrice Électronique
HÉLéNE JOANNETTE, Productrice imprimÉe
FRÉDÉRIC SIMARD, Infographe
JESSICA MANCHESTER, Productrice web
MECANO, Production web
FABRIQUE D'IMAGES, Production video
LEDA & ST.JACQUES, Photographes
AUDIO Z, Son