‘Real Beauty’ results emerge in the Middle East
June 4th, 2006 Zeid Nasser (Admin)
Ogilvy have announced the results of an ‘evaluation’ of the Dove Campaign For Real Beauty in the Middle East.
Everyone, by now, is familiar with this international campaign which features “images of plus-size natural looking women with curves and unconventional hair texture and colour”. The idea is to challenge the standard of supermodel imagery and show that normal women are beautiful too.
In Europe, the US and the Far East images of these women in underwear were used. Obviously, there’s been a different approach in the Middle East, but it seems to have generated the desired response.
A multi-media ad campaign ran in the region starting in February 2006, inviting women from across the region to take part in the dialogue on real beauty, which resulted in more than 18,000 votes on the dedicated regional website.
The website was supported by a regional SMS text campaign and through extensive mall tours and in-store promotions in Saudi Arabia, Kuwait and the UAE.
Visitors to the site answered a a series of questions accompanied by an image of a women, by ticking a box.
For example, an image of 33 year old, plus-sized Lebanese mother, Jouhayna Boudiwan, offered the visiot the choice to tick ‘beautiful’ or ‘big’. In this case, the result has been that 64% said ‘beautiful’. And so on, with a variety of images and themes.
The Campaign For Real Beauty was founded following the results of a worldwide study among 3,300 women which showed that only 2% of women were comfortable describing themselves as beautiful.
You can visit the regional site here .
Entry Filed under: Brands, Creative, Kuwait, Saudi Arabia, UAE
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2 Comments Add your own
1. mani | October 8th, 2006 at 5:33 pm
Hi
I just want to know the name of the girl at Dove Shampoo on
mbc2`s advertise!
thanks
2. Issmat A. | March 16th, 2007 at 12:30 am
Many of the models used in the Dove commercials were supplied by Ben Barry talent agency. (www.benbarry.com)
I met Ben in Halifax, Canada, when he came to speak at an entrepreneurship forum. Ben’s story is very unique. He started his company when he was 14 years old in his parents basement in Ottawa to try and help his friend get a modeling contract. By age 22, Ben Barry had offices in Toronto, New York, and London. He is 24 years now, and have supplied models to a number of international brands, with a view at changing the perceptions that run the modeling industry.
Ben is revolutionizing the modeling industry by challenging the concept of “ideal beauty”. He believes that models should represent common, achievable beauty, which comes in different shapes, sizes, and ages. Following the smashing success of the Dove campaign, Ogilvy sponsored Ben to attend the Judge Business School at Cambridge University. He is researching the real impact of using realistic models on a company’s bottom line.
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