Project Overview
One more lap. One more km. One more rep. Pushing yourself to the max is always about one more.
Using this insight, we created a digitally-led marketing program for U by Kotex Sport Ultrathins - the first pad in Australia designed to keep up with ladies who lunge. And lift. And squat. And run...
Project Commissioner
Project Creator
Team
Agency: The White Agency
Creative Director: Mike Barry
Associate Creative Director: Mitch Seeto
Senior Art Director: Isabel Matias
Junior Art Director: Ellie Bennett
Client Service: Carla West
Project Management: Brittany James & Elle Hadshar
Community Manager: Bianca Li Donni
Tech Developers: Yoann Bernex & Nicholas Makhija
UX: James Winchester
Media: Mindshare
Video Production: Sarah Pritchard and Mint Films
Project Brief
Three out of four women still exercise when they have their period, but don’t feel that their femcare product can stand up to the test. Our brief was to create a video for UbK Sport Ultrathins, the first pad designed specifically for sport. Our task was to communicate the role of the product and how it can help you to do one more.
Project Innovation/Need
U by Kotex is all about pushing boundaries. In a femcare first, we’re giving women what they need to push their workout to the max at that time of the month.
Working out is hard, you have to push yourself. These spots are about showing women that having a period shouldn’t stop you from pushing yourself to the max. U By Kotex didn’t want to take the traditional approach and wanted short 15 sec spots created specifically for younger online audiences. Inspired by ‘Kbai’ internet memes, we created two funny spots that demonstrate the product benefits in an unexpected and cheeky way.
Design Challenge
Our design challenge was to take a femcare product and make it relevant in the world of sport. U by Kotex Sport Ultrathins are the first product of its kind in Australia, and our task was to communicate this product difference.
To do this we created ‘Relay’ and ‘High Kick Girl’ a funny take on what its like for women to hold back on their period. We used colour, framing and music to create two distinct modes within each video. The first mode starts out with everyday women training, shot in a naturalistic style to create a relatable world. In the second mode, now using the Sport Ultrathins, the game has changed and so has the look. It’s a heightened reality where they are pushing their workouts to the next level. The colours become richer, music kicks in and the action is more dynamic. The spots bring a sense of fun and energy, visually demonstrating how U By Kotex Sport Ultrathins helps you to push your workout to the max.
Effectiveness
As of five weeks, the results show over 400 Spotify playlists downloaded and nearly 4,000 product samples requested online. The videos are performing above industry standard with a completion rate of 90%, this demonstrates that the content is highly engaging and interactive. Media support will run into December 2016, at these early stages we are seeing great performance and will continue to build on this by optimising media placements moving forward.
Marketing - Film or Video
This award celebrates creative and innovative visual and audio corporate communications that place an emphasis on design values. Consideration given to the technical, conceptual and aesthetic elements, viewer engagement and message delivery.
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