Always Sensitive. Softness, wherever you go
Started on: July 14, 2005

The first Internet promotional campaign held for Procter&Gamble Ukraine. Our goal was to give provable affirmative answer to the following question: “Is Internet effective enough for consumer goods promotion in Ukraine?”

Sampling through Internet is not a widespread practice in Ukraine. To show all advantages of Always Sensitive and to stimulate samples ordering we used interactive dynamic flash short film as an intro to the site. Being aware of Ukrainian connection channels performance, we thought it would not be smart enough to use only flash clip, since more than 50% of users just wouldn’t be able to load the site. To solve this problem, we decided to combine flash and html. As a result, we combined uncommonness and availability of site’s materials in complete entity.

Besides sample ordering users are offered to pass the test “What is the language of your body?”. According to the test, every type of a woman (cobra, cat, bird, dolphin, butterfly, she-wolf) has its own typical character and gesticulation features. The name of the test is accordant to slogan “Always speak in language of your body”.

As a result of competently held promotional campaign, Always Sensitive samples were ordered by more than 10 473 people. 22 145 people saw the flash clip in full and got aware about product advantages.

So now we can confidently declare – Internet is a really effective instrument for customer goods promotion in Ukraine! The key is the knowledge of how to competently use it!

Thanks:

Alina Revenko Idea, Texts Viktor Shkurba Creative and art supervision, Design Alexander Savin Animation, Illustration Andrew Sergeev Programming Diana Dutchak Illustration Matvey Andreev Music

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