December 16th, 2015
Recently, Pierre Fabre, the 3rd largest French pharmaceutical group, launched Avène PhysioLift, a product that smooths pronounced wrinkles, firms and illuminates the skin. The target audience is urban women, 38+, a segment that must face a busy schedule, juggling between different roles and too many responsibilities, with almost no time left for itself.
Modern societies are considering women, between the age of 38-50, as the most multitasking persons. In order to cope with society demands, women have to adopt versatile roles, most of the time being moms, wives, partners, friends, business advisers and entrepreneurs, simultaneously.
«For 30 years now, Avène offers products to millions of women across the world. The brand’s success is mainly due to the unlimited benefits of its Water, a unique ingredient with reach metallic and biological heritage, constituting the heart of all Avene’s product range. This “magic water” has passed from the stages of monitoring and experience to the stage of scientific results, constituting of a Thermal Water surpassing several tests in relation to its soothing and anti-irritant nature.
The new range “PhysioLift” is rich in Avene’s Thermal Water, as well as in specialized and innovative antiaging ingredients. Understanding the trends of today’s digital communication and trying to enhance the range’s product market insertion, always backing up the Pharmacy POS, we produced, in collaboration with Think Digital, aν original digital native campaign with 4 everyday life women, who story-tell us their relationship with time passing. The result? 4 unique women and 4 unique videos, making us fall in love with surpassing time, always being supported by PhysioLift!»
Mrs Lina Fili, Pharmacist, Marketing Director, Avène
PhysioLift, the new anti-aging cream from Avène, needed a smart campaign to reach their target audience, raise awareness, create social media buzz around the product and drive users to the POS. The solution found by Thinkdigital digital specialists was to bring real life stories of four busy women in front of its audience.
With the help of Daily Secret, four videos were created and hosted in the specially designed mini-site www.nikistetohrono.gr, where users are able to meet our protagonists, learn about them and follow them during their everyday lives. The campaign website hosts also a contest, users being able to register with a code placed on every PhysioLift package.
«We are extremely proud of our collaboration with Pierre Fabre and in relation to the Avène PhysioLift range market launch. ThinkDigital’s native marketing solutions added power to the brand, in order to speak to its audience with engaging and technologically unique messages, answering directly to consumers’ daily considerations, in relation to time surpassing and winning aging time»
Mr. Makis Themelis, General Manager – International Operations, ThinkDigital
Launched in 2006, ThinkDigital is the Sales House unit of TDG. It provides advertisers and agencies the services to effectively affect purchase intent and publishers with the solutions to monetize their audience.
ThinkDigital has local presence in 6 European markets in Central & South East Europe and serves clients across the globe. It currently counts more than 70 digital professionals.
ThinkDigital is also the Authorized Partner of Facebook, Skype, MSN, Shazam and a big number of popular local publishers in the region. More details are available on www.thinkdigital.net.