We identified that Irish women embrace busy. Between work and social lives, family and hobbies/sports, their days and nights are long but they embrace it because that’s how they like life to be – full. However, this lifestyle can have a negative effect on their skin. They need skin that will keep up with them, skin that will bounce back no matter what they throw at it. This brought us to the proposition ‘Neutrogena Hydro Boost gives you the hydration to bounce back so you can keep going’. It was important for us to demonstrate this embracing, positive attitude and to reflect this in our activity. This was not about us saying to women ‘slow down’, quite the opposite in fact. We wanted to show Irish women that we understand they love a full life and tell them that Neutrogena’s new range can help them a little – for them to understand that hydrated skin is skin that will #AlwaysBounceBack and that the Hydro Boost Range is the best way to do this.
We built a bespoke, real-time compliment generator and activated it in a high footfall area in Dublin city centre. This piece of technology helped us to personalise real time compliments as we targeted our target audience. We would write a ‘boost’, displaying it on a large digital structure. The tone and message was always one of encouragement to keep going, to live a full life and embrace ‘busy’. We captured the women’s reactions and the activity on film, and seeded the video on our owned brand channels and pushed it to our media partner. In conjunction with this activation, we did product sampling in city centre locations in Dublin and Cork, distributing over 2,000 product samples to our target audience.
