Olay’s ‘got you covered this summer’ via Adshel

Procter & Gamble teams up with Adshel to deliver a campaign aimed at diagnosing skincare solutions direct from the shelter under the proposition “Olay has got you covered this summer”.

The campaign offers personalised skincare solutions with the added benefit of sun protection while encouraging awareness and product purchase by driving consumers to retail outlets from the shelter. It’s the first Australian campaign to dispense physical vouchers that can be redeemed in store.

Integrating touch and voucher delivery for a customer centric focus

The Adshel Creative Services team integrated touch enabled LCD displaysthat facilitate printing direct from the panel, allowing Olay tobroadcast a purpose built quiz to audiences nationwide. The quizsupports the proposition by serving up a personalised Olay skincaresolution for customers based on survey results.

Connecting the out of home and retail environments

Once customers interact with the shelter to answer a few questionsincluding age, skin condition and problem areas, the LCD display servesup a personal diagnosis on screen as a discount voucher isautomatically printed and dispensed. The discount voucher can beredeemed at any Priceline store nationally.

Using out of home to drive awareness and trial

The campaign allows Olay to relay specific product information tocustomers, ensure they are aware of the correct product for their skinand encourage purchase.

The campaign was created by Mediacom, The Furnace and Adshel and can beseen nationally until the 30th of January. The Create campaign iscomplimented by a poster campaign which introduces Olay’s new UVMonitor mobile app.