Olay mystery campaign

Olay, the skincare brand, challenged perceptions that it was outdated with an unbranded mystery PR campaign in China.

Campaign details

Advertiser: Procter & GambleBrand: OlayAgency: DeVries GlobalCountry: China

Summary

To break consumer perceptions, that it lacked innovation and was an outdated brand Olay created a unique brand-revealing journey, enticing consumers to rediscover the real Olay. By not revealing its brand name, and drawing consumers and media into a "mystery-to-discover" experience, inspired by the adventure game, the "escape room", Olay took participants through three rooms, each with a puzzle related to Olay's unique product attributes, to be solved. Only after all the puzzles were solved, was the Olay brand name revealed. Challenging...

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