Avon - Offline March
Campaign: Offline March
Brand: Avon
Client: Avon Cosmetics România
Submitted by: Jazz Communication
Background/objectives:
In early 2017, Avon turned the March celebration into a great opportunity to activate the brand in a relevant manner for the younger segments, launching a video-content platform together with Antonia. It was a fun call to action, delivered on rap beats & rhymes, telling men that helping around the house to give her more time for herself, was the real gift she’s looking for. It was a great success, so we decided to have a follow-up campaign in 2018, but with a new beat and fresh ideas for video content.
THE CHALLENGE: Make a smashing comeback for Women’s Day in 2018, with a strong insight that would turn the new campaign into the most engaging digital campaign ever made by Avon.
Strategy:
We needed to find a new tension to build our campaign around so we looked into different tensions coming from the relationship between her & him. And what came up strongest was her need to be noticed and feel desired, especially against the mobile phone and scrolling addiction that is nowadays such a disconnection factor.
APPROACH: Turn 8th of March as the perfect occasion to encourage couples to go offline and go back to holding hands, having a conversation, noticing one another.
Results:
OFFLINE MARCH officially became the most successful campaign in social media for Avon, in terms of video content & engagement, outranking the previous year success and everything done before.
Radio
OOH

Digital
Others
