A Dove Deodorant campaign launches this month in the women's
washrooms of shopping centres and motorway service stations across the
The washroom advertising blitz is a joint effort between Initiative
Media, which handled all the planning and buying, creative agency Ogilvy
& Mather and the outdoor advertising outfit Admedia.
Admedia has placed its EyeSite posters for the Elida Faberge brand in
the washrooms of every motorway service station in Britain and 80 of the
UK's biggest shopping centres.
It claims the posters will be seen by over 10.1 million female shoppers
while they are on display throughout October.
O&M created two versions of the Dove ad. The first, featuring the
caption 'Pit-stop. Dove Deodorant', has been posted on the inside of
every cubicle door.
The other ad will be placed above washroom hand dryers with the caption
'Drier. Driest.' The word 'dryer' has an arrow pointing to the dryer
below and the word 'driest' is above a pack shot.
Admedia said the initiative is designed to catch women shoppers 'in a
shopping frame of mind and possibly when they are in need of a more
effective deodorant'. Elida Faberge has ensured that Dove Deodorant is
on sale close to the relevant washrooms.
Shopping centres where the ads appear include the Metro Centre in
Gateshead, Lakeside in Thurrock, and the Bentall Centre and Whiteley's
According to Admedia, some of these centres are visited by up to one
million people each week and 15-90 per cent of visitors use the
washrooms. In addition, 400 million people visit motorway service
stations each year with 82-95 per cent using the washroom. Average
female impact time for washroom posters is 99 to 105 seconds.
No other advertising will be allowed to appear in the washrooms during
the Dove Deodorant campaign.