The British summer is reliably unreliable. This campaign makes the most of any day, regardless of what Mother Nature brings.
Depending on the local temperature, the OLA served up features a product that helps protect you from the sun, or give you the sun-kissed look without the sun.
The weather-triggered messaging ensures customers always see the most relevant product, in real time.
It is hoped this campaign will ensure Olay's summer range is relevant every day - no matter the weather.
An example of the OLA in situ.
Small-space mobile advertising makes the most of the contextual messaging opportunity.
An example of a Facebook post featuring the sort of quotation the Olay audience is known to share on social channels like Facebook and Pinterest.
Another social post - reacting to a change in the weather.
Further examples of the social posts.
Additional social messaging, showcasing the product.
The campaign idea is extended onto P&G's SuperSavvyMe platform with content that provides lots of other ways to cheat the summer.
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