Brief: Help increase brand recollection at point of sale.
Insight: Our target audience isn’t loyal to a particular brand. Purchase is driven mainly by price offers.
Idea: Revive the classic pneumonic “Whoah Bodyform” and create a fun brand experience that could help sway the purchase decision in our favour over and beyond price offers. Get ready to “Release your Whoah!”
Execution: Mimicking the format of popular shows like Pop Idol and Britain’s Got Talent, we wanted to hand the power over to the public to find the next voice of the Bodyform advert.
The campaign kicked off with a blitz team of “talent scouts” covering key areas of the country. They filmed the candidates singing “Whoah Bodyform” and handing out samples and branded lip-glosses. These were uploaded to the dedicated Facebook page, together with all the other individual entries. Contestants were encouraged to share their videos and get as many people to vote for them as possible.