campaign so far

Campaign

‘Beautifully moving’ creates a positive correlation between feeling good and being active. It encourages the consumer to feel emotionally attached to the product, suggesting that overcoming their sedentary behaviour and becoming more active can be an enjoyable experience rather than a chore. The strapline reflects the attitudes and values of the Dove consumer, focusing on well being and how the consumer feels. The campaign should not focus on health issues as this may cause the consumer to feel patronised and forced into changing themselves. ‘Beautifully moving’ encourages the consumer to want to change because it suggests that their lifestyle will be improved for the better.           

It is true that the Dove consumer does not wish to be ‘sold’ to, as can be seen through Dove’s previous campaigns, including ‘Initiative’ and the ‘Self-esteem fund’. (Dove, 2011) They want to be respected, be seen as equals, and they want to connect to the brand on an emotional level. It is the brand’s job to make sure they understand their consumer and show this through the use of their marketing strategy. It is also important that the brand sees this in a different way than is the norm. It should not see the consumer as someone to target, but instead create a project that aims to better the world and in turn better the brand.

As seen in the ‘Initiative’ campaign, the Dove consumer is brought to life, showcasing an emotional and personal side to the audience and telling a story. It showcases how unique everyone is, connecting with the viewer emotionally by showing the beauty in every woman.

It is this understanding of the Dove consumer that has helped shape Glo’s campaign. The campaign will feature a number of teaser advertisements, focussing on the little things in life that make someone who they are. Video interviews were conducted on sets of couples, eg. best friends, husbands and wives, in order to find out what little things people noticed about each other. This helped inform the basis of the campaign.

The campaign will form the story of our consumer, visualising the things that people do in everyday life that make them creative and actively moving, both emotionally and physically. Inspiration will be taken from the recent advertisement, ‘The Amazing Everyday’, by Nokia for the the new Nokia Lumia. It features ordinary people going about their lives, but in an interesting and querky way. For example, running backwards, creating a rainbow whilst watering plants, or making your eggs a different shape from normal.

Glo’s idea should draw inspiration from this, but not step away from Dove’s brand image. The adverts should be simple, clean and elegant. They should be personal through their use of copy, but contemporary through their use of sleek imagery. Glo should connect Dove’s overall theme of beauty and well being, with the idea of movement. Therefore, each advert should involve a quote, connecting emotion, everyday life and movement in a positive way.

Example’s of these quotes would be:

 ‘I danced to the same song everyday for 5 years.’,
‘I burn my toast everyday because my children decided musical statues is a breakfast game.’

These quotes encapsulate the message of movement, emotion and happiness. It also personifies the brand and product, showing that it understands and empathises with its consumer.

Anna xx 550 words so far