Responsys for Philosophy

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Philosophy

Job: Online campaign to cross-promote both Philosophy’s cancer research charity product, “Shower for the Cure Bath and Shower Gel,” and the new film “Evening” by Focus Features.

Agency: Responsys

Creative team: Julian Scott, creative director; Susan Guevara, designer; Kathleen von Martens, copywriter; Cassidy Garvin, account manager

Other clients: Virgin America, LEGO, PETCO, Wells Fargo, See’s Candies, Allstate

The plan: The online campaign consisted of a two-part promotional email series, as well as an online sweepstakes to win a private screening of the film for 25 friends. In addition, there was a viral component in which entrants could refer friends via an e-mail postcard to the sweepstakes site where they could enter the contest, learn more about Shower for the Cure Bath and Shower Gel, as well as learn about the movie including the option to view the trailer.

The theme: Philosophy is going to the movies!

The concept: The challenge was to create a campaign that was the perfect blend of Philosophy’s distinct look and feel while complimenting the beautiful imagery of the film. Besides promoting the film and its powerful message of family and friends, love and loss that would resonate with Philosophy’s core demographic, it was important to equally highlight the educational and charitable components of the campaign.

Julian Scott

Age: 35

Title: Creative director

Education/background: San Francisco State University, bachelor of arts, classical studies. Primary career focus on interactive design with a recent focus on integrated e-mail marketing, first for INBOX Marketing.

What drove the development of the concept?: Philosophy has a deep and ongoing commitment to charitable causes and supporting the passionate spirit of its customers. Connecting a passionate and inspiring story from the movie to passion and inspiration that drives Philosophy was a great opportunity to promote one of their most important charitable products, Shower for the Cure Shower Gel, which donates 100 percent of their gross profits to breast cancer research. The ultimate objective was to inspire everyone who watches this movie that they have the power to make a difference, whether it is volunteering one’s time or something as simple as purchasing a shower gel.

Working on next: Avery Dennison and DeVry University.

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