Oxy skin care range finds solution to man sized problems in new YouTube video mash-up and campaign via Naked Communications Melbourne
Oxy, via Naked Communications Melbourne, has created a new campaign called ‘Man Sized Problems’, which builds on Oxy’s positioning of being ‘engineered for male skin’.
The campaign includes a new website, new sampling program, PR, and a video mash-up, specifically targeted to makes aged 13 to 18 – the heartland of male problem skin.
The campaign has carefully curated a number of YouTube clips and assembled them together. The clips, many very popular on YouTube in their own right, all demonstrate how bad men’s pimples can get if they remain untreated. Although shocking (or indeed unwatchable) to many Naked predicts the target market will find it fun to watch and pass on. The video content is linked directly to a trial opportunity, and is distributed via digital and social media activity.
Says Adam Ferrier, partner at Naked Communications: “We pride ourselves on finding the right solution to the presenting problem. This video, although difficult to watch for some, will tickle the target markets interest and get people to try Oxy. The idea came from the simple insight that guys like watching videos of guys squeezing big pimples. It speaks to our target much more authentically than the glossy, cheesy work of Oxy’s big spending competitors. We believe this work will result in mass trial of the brand, and change consumer behaviour towards Oxy.”
Says Debra Smith, marketing manager at Mentholatum who manages Oxy: “We gave Naked a challenging brief, to build interest in the brand and generate trial, all off a limited budget. The strategy they have developed is spot on – and we look forwards to seeing the results.”
Naked Communications Melbourne – Communications Strategy
The public – Video content
Matt Houltham – Managing Director
Adam Ferrier – Planning
Matt Scotten – Communications Strategy
Lach Hall – Idea
Yann Mitca – Design
Zit loving guys – Creative
13 Comments
I wonder how the creative community responds to this one?
Great low-budget idea and I’d imagine it gets spread around. Good on the client for buying the right idea…hopefully backed up with results. At the end of the day, that’s what matters…
“The idea came from the simple insight that guys like watching videos of guys squeezing big pimples.”
This is not an insight. Its an observation.
It’s women that are turned on by those type videos, not young kids with acne. That’s what the majority of the video impressions are.
It goes back to human grooming instincts, not juvenile ‘gross outs’.
That’s the most disgusting ad I’ve every seen – I couldn’t even watch the whole thing. It’s like in a horror movie! Grooooossss… Why – my eyes are still bleeding:-)
I literally didn’t have the stomach to make it through to the end of the video, and missed out on the logo-y stuff entirely. I’m sure others will too…
An insight vs a finding?? Give me a fucking break.
Finally creatives have reached the depths of laziness. Instead of finding a youtube video and copying it, they’ve just used the actual video’s.
But as long as they say they “curated” them it’s OK???
I hope the client didn’t pay for this.
I watched it and then forwarded it onto my mates… Guess the viral ad worked.
yeah I just showed this to everyone in my copywriting class at uni and it’s now been shared about 8 times amongst my classmates friends and then i’m sure their friends will share it too. Don’t be angry if you;re out of the target demo and don’t get it. It just shows the kids that you;re out of touch. It’s effective with the kids, end of story.
Some people find a celebrities brother and make it the 3rd most successful viral video in the first week of launch.
Others, find pimple squeezers and make it the 3rd most successful video in their office.
Go figure.
Awful spot. Ba-dum tish.
Absolutely repulsive, disgusting and nauseating – and to be honest I’m one of the sickos who usually quite likes watching that kind of thing.
But I’ll remember the brand.
It’s refreshing to see a skin care ad that stands out and isn’t just another me-too piece of wallpaper. Gutsy move for the client to approve this and I hope it pays off for them.
(Though I’m also praying it never airs on TV.)