What do confident boomer women want? Reversa, a line of anti-aging skin care, knows. The answer lies in the company’s ad campaign launched at the end of summer 2006. The ad featured an elegant, mature woman sitting on a couch with a handsome, young, naked man sprawled out beside her.
The provocative ad then invited women to visit www.seemoresideeffects.ca to learn more about Reversa’s products and their positive side effects.
A print campaign ran in several women’s consumer magazines in Canada. Postcards were distributed to women as inserts in gift packages; they were also sent to dermatologists, cosmeticians and journalists across the country. Classified ads in newspapers were also part of the campaign where young men boldly seeked mature, beautiful women. All initiatives led to the Web site to see “more side effects”.View PRINT
View CLASSIFIED ADS
The banners brought the side effect experience forward. One of them featured a woman with her husband and handsome men in a living room. The other one depicted the same woman surrounded by four handsome young men. Women were asked to drag the Reversa product in order to discover the positive side effects. The banners consisted of seamless integration of videos and flash animation.View banner
To complement the campaign theme further, women who wished to experience Reversa’s side effects for real had the chance to bid on a special Reversa product package on eBay. These products however, promised to do more than just give women increased sex appeal and younger-looking skin, as they came with a bonus that was visible before use - a weekend of pampering spent in the company of a personable, younger man. The top bidder and a friend, along with their male host, spent a day at the spa, participated in a photo session, enjoyed a nice dinner and much more... The eBay auction ran for a two-week period.
Success stories of young male expressing how they’ve been impressed and seduced by a mature woman using Reversa products were sent to dating site such as www.lavalife.com. Some product listings on www.froogle.ca and visibility on www.youtube.com were also part of the campaign.View eBay
All campaign tactics were leading towards the www.seemoresideeffects.ca microsite, where women had the opportunity to interact with the brand to better understand its full side effects.
Upon entering the site – the entrance to which is a woman’s living room - women are asked to choose from one of four Reversa anti-aging products: UV Anti-Wrinkle Cream, UV Anti-Spot Lightening Cream, Skin Smoothing Cream, and Corrective Night Cream. Each product has a character assigned to it, a plumber, fireman, gardener and chef, all, of whom of course, are young and good-looking. She is then presented with an option, for example, the gardener has just finished trimming the bushes, she then is able to choose another function for him to perform, such as clean the windows, mow the lawn or recite a poem. Her choice is followed by a short video featuring the attractive man performing the selected action. A total of 12 short videos are featured on the site.View microsite