Campaign Media Awards 2013: Campaign of the Year

SCA

SCA, the manufacturer of Bodyform, had been struggling to reignite its relationship with women while rivals outspent and out-traded it.

Then, when Richard Neill’s witty post on Bodyform’s Facebook page accusing the brand of lying about the nature of periods received thousands of "likes", Carat suggested turning the situation to the brand’s advantage by creating a humorous video to respond. Less than a week later, a fictional Bodyform boss addressed Neill to explain that its ads had deliberately misled men because they "couldn’t handle the truth".

By 18 October last year, the ad was the most-viewed entertainment content in the world. A spend of £25,000 had created a campaign worth £2 million.

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More