Client Feedback- Very Happy!

Hi Charlotte

First off, well done. You've really paid attention to the brief. You've hit the nail on the head in terms of developing work that responds to the strategy - to help men discover that women can tell if men moisturise.

You've targeted the audience segment well and acknowledged that we are talking to guys who don't use skin care products by creating a campaign that gives them persuasive reasons to consider trial of the product - that use might help them get noticed more by the opposite sex. You've done this in a way that is both surprising and quite unconventional, a way that will appeal to the target's 'boyish' side - there's nothing 'girly' about the spots even though you at first think the spots might be for girls because we are used to seeing girls in ads for products targeted at girls.

This brings me on to the placing of the pack shots and endline at the top of the spot - I wonder if the branding might be better placed at the end of the spots so that you don't know what you are watching to start with and therefore build more intrigue. Again what we know about the audience is they are not interested, probably turned off by skin care products so placing the branding at the top might actually cause them to tune out. Perhaps better to open with our live action and close with the pay off line and the Nivea for Men messaging - I think this is something you were considering anyway.

In terms of the individual spots, they are all on brand and nice and cheeky. The music tracks work well - although if this was a commercial campaign you might not have the luxury of four different tracks, and from a recognition point of view this campaign might have more stand out and feel more like a campaign of you used one track - they are all good so any one of these would be spot on. It also might be nice to use the track throughout the spots, low in the mix for the action and ramping up for the pack shots.

Finally in terms of the end lines, these all work well with the individual spots, but I would like to see them work together better as a set - end lines should be memorable and if you are going to adapt them for separate bits of copy they should have a common theme that runs throughout so perhaps taking key words like 'For that... feeling' and substituting the appropriate contextual adjective 'confident/relaxing/seductive...' would make the spots suitably refreshing, but also clearly part of the same campaign.

That said, my overall response is that the campaign idea works well, it's fun and cheeky and it feels like a fresh approach. Really nice work Charlotte.

Good luck with the remainder of your course and your plans to move into the media industry.

If you need anything further from me do shout.

Cheers,

Niall