Campaign Media Awards 2007: Best Fashion, Beauty and Healthcare Campaign

Title: Rimmel London Sophie Campaign
Media agency: OMD
Media director: Adam Skinner
Media planner: Adam Skinner
Creative agency: The Mail on Sunday Solutions
Creative director: John Morgan
Account planner: Dan Levitt
Client: Rimmel London
Brand: Various
Marketing director: Natalie Moon
Media brand manager: Natalie Moon

Rimmel London wanted to reconnect with women aged 35 and over, and OMD persuaded The Mail on Sunday's You magazine to allow the brand to run the first ever advertorial campaign in the front-half of the magazine. It came up with the idea of a column written by Sophie, a 39-year-old suburban housewife addicted to shoes and juggling her finances while trying to enjoy life's little luxuries. The campaign saw Sophie chatting about different aspects of her life and picking out a Rimmel product that had helped make her day better. Among the target market, perception of Rimmel London as a fashionable brand rose significantly.