Oliver Payne

Behavioural insight & comms consultant

‘00 Olay Total Effects iTV

Idea Generation | Navigation Structure | Art Direction | Design | 3rd Party Management

Challenge
Create the first interactive TV ad for P&G’s beauty sector on the Sky platform.

Solution
The brand planners had already identified three types of Olay consumers - the rational, the emotional, and the tactile. It was reletively easy to develop three interactive screens tailored to each. These are ‘The proof is in the product’ based on the facts about the 7 signs of aging, ‘The proof is in the passion’ developed around industry and consumer testimonials, and ‘Prove it to yourself’ for product samples. The beauty of only having three screens is you don’t need a complex interface, just a left and right - you’re only one button press away from either section.