Ogilvy Advertising’s acclaimed work for Unilever’s Dove brand scooped yet another award last week at the European Association of Communications Agencies’ “Effies” effectiveness awards.
In conjunction with its media agency partners, Ogilvy Advertising won Gold in the Long Term Effectiveness category for its campaign for Dove Deodorant.
This particular award is not given every year, in fact only two Long Term Effies have been awarded over the past seven years!
The submission focussed on the Dove Deo brand and communication strategy over the last 5 years.
Beloe we list a few of the results which so impressed the judges:
- Exceeding the 2012 share goals of 10% in core citadels (and 13% in Italy) in half the time set out in the campaign objectives.
- Being a key driver of the European skincare deodorants sector growing at 3 times the rate of the deodorant market overall.
- In core markets achieving (and retaining) brand leader status in the female skincare deodorant sector as measured by value share.
- With a marginal contribution to profit from the communications over 2004-2008 equivalent to 3.5 times the amount invested in media.