Attractive Interactive

Attractive Interactive
March 10, 2004
L'Oréal ad asks questions that make it difficult for target market not to click to get the answers.
Creative Notes
Firefox compatible.
Campaign Details
Client: L'Oréal
Creative Agency: Nurun New York
Technology Vendor: Eyeblaster
Campaign Insight
Nurun's objective was to support the launch of L'Oréal Paris' newest skincare product, Wrinkle De-Crease. As women are interested in understanding the aging process and its effects on their skin, our creative strategy involved educating women in a playful yet intuitive and interactive manner. Our use of Eyeblaster's Polite banner allowed users to interact and learn how their feelings and emotions contribute to creating expression lines and associating Wrinkle De-Crease as the initial line of defense in combating the first signs of aging. What I believe makes this execution work is that it takes consumers in a direction where the traditional creative left off and adds depth and dimension to the overall messaging. This program demonstrated that marketers can not only leverage a technology typically used in a "fun" and "entertaining" manner to actually provide important facts and in the end, sell skincare products.
--Laurence Lafforgue - EVP, Managing Director, Nurun New York    In this large, Eyeblaster 100K “Polite” Banner, Nurun incorporates playful interactivity to highlight areas of the face that are most vulnerable to wrinkles. Nurun took full advantage of the 100k available to them, demonstrating that banner ads don’t have to be boring.
--Steven Goldberg, Director of Business Development, Eastern Region, Eyeblaster
Editor's Note
Creative Showcase is meant to be a teaching tool and an inspiration for our readers. We comment only on creative that we really love. Our panelists discuss what makes it great, but if they feel there were missed opportunities that would have made it better, we invite them to mention those. And finally, we seek out a wide range of opinions that reflect the marketplace for the panel, in order to provide constructive, useable feedback for agencies, clients and others involved in these creative pieces.
The Panel

I like this creative. Or I should say I think I would if I were one of the women I know who are concerned about wrinkles. This nice-looking ad voices a concern about a specific trouble spot, which almost demands that the user interact with the ad to find out what to do about it. When you click on the word, it delivers the sales message. My only quibble is that on a small monitor -- like my laptop -- the big payoff (clickable logo and "Learn How") was hidden below the fold. The site it clicks through to is great, however, it reminds me of InStyle.com's "Steal This Look" Feature.
--Lee Watters, Executive Editor

First of all, let me state for the record that I love larger size ads. I also don't think that you need a huge amount of animation and flash to make a great piece of Internet creative. The L'Oréal ad does just that!

So why don't I love the L'Oréal ad?  First,you have to view the communication in the context of the page view, and this time, it's just too large.  If you have to scroll to read and understand the message, then you're asking the viewer to do too much.  Consider asking a TV viewer to click on #3 on his remote to see the rest of a commercial and I guarantee you that it will never, ever happen.

Worse yet is sending an interested person to a click through page, and once you land on that page, you can't find the logical link to the subject you were referred to in the advertisement.  This is an issue I see more and more.  The assumption is if I can get them to my Web site home page, I've done my job.  Well if your potential customer is lost once they get there, and you don't make the sale, then you've failed miserably.

But that's just my opinion.
--Neil Perry, Marketing Consultant

I want to like it—I love big monster banners— but the L'Oréal unit feels thrown together, interactive elements bolted on to a print ad. The sophistication of the core elements are marred by clunky design details (badly placed call-outs, for example) and copy whose tone subverts the mood of the ad. The headline is “Express Yourself,” but after clicking the four options, my big takeaway is that displaying emotion is bad.

Nor is the interactive concept strong. Each of the four clicks (why not rollovers?) delivers the same information. After the first click I get it. My feeling? Disappointed.
--Doug Fitzsimmons, Associate Creative Director, Tribal DDB Los Angeles

Footnote: Submissions are judged by a panel of industry experts from and based on the following criteria: how the creative captures the specific customer; how it meets the brand's business needs; impact of execution; and creativity. If you would like your creative considered for Creative Showcase, send an email to creative@imediaconnection.com.
 

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