Skin care brand Sanex is to launch a four-pronged advertising campaign to create greater awareness of the skin as the body's largest organ. Its strategy is to make a strong impact by using a roadblock marketing approach.
After conducting consumer research into the daily habits of the average Sanex consumer, the company will target its core audience with the first of four TV adverts, appearing on screens on Sunday 7th January. The adverts will feature over 100 bare professional dancers, each representing an individual skin cell, to bring the processes of the skin to life and highlight the fact that our skin is alive.
As well as an online campaign with sponsorship of microsites and blogging, the promotion will be taken outdoors, appearing on non-static sites such as LCD screens, digital escalator panels, cinema and transvision sites, all in tune with the theme of movement. Sanex is keen to encourage the importance of maintaining healthy skin and is associating itself with the British Skin Foundation by supporting a number of sponsored walks.
Sam Deasy, brand director at Sanex, claims that the purpose of the video is a celebration of the skin, an essential organ which is typically taken for granted.