CAMPAIGN-I: SCA Hygiene increases net activity using bold banners

SCA Hygiene launches its largest online advertising push for its

Bodyform brand this week, through Chime-owned agencies Roose & Partners

and BloodPartnership.



The web advertising for the brand builds on "PantyLiner Woman", created

by SCA's central Swedish agency, Forsman & Bodenfors, and featured in

the brand's TV advertising. Online media was handled by Carat

Interactive.



The online ads use both pop-ups and animated HTML ads, aiming to grab

the attention of internet users. PantyLiner Woman appears on the web

page, and strikes it with a hammer causing the user's browser to shudder

momentarily.



Pop-ups for the brand scream "Hello! It's me again! Hiya!"



Martin Hodson, the UK marketing manager for Bodyform, said: "We dabbled

in internet marketing last year and launched a couple of campaigns aimed

at the teen market and had reasonable success. We've seen that pop-ups

and banners have to stand out for people to take notice.



"We've taken some lessons from the previous campaign and been a bit more

daring with this new creative, with which we're targeting 16- to

24-year-old women."



The online ads click-through to a website for Bodyform, created by the

new-media agency Razorfish. The campaign will be running on sites

including BeMe, iCircle, Handbag and Wellbeing until 6 July.