Skincare firm Ovelle targeted consumers who were using the internet for product advice with a racy video ad, writes Caroline Madden

‘IT WAS pioneering, it was a little bit shocking, but you wouldn’t forget it if you saw it.” This is how Joanna Gardiner, managing director of Irish pharmaceutical company Ovelle, describes the undeniably racy “Nothing to Hide” online advertising campaign used to promote its flagship skincare brand Elave.

Scientists shed their slightly nerdy image – and all their clothes – in the advertisement. The reason for baring all was to highlight the use of chemicals in skincare products, and to communicate to consumers that Elave has nothing to hide, as the product range doesn’t contain any harmful chemicals.

To generate maximum publicity, Gardiner decided to take part in the advertisement herself (although her modesty was protected by a conveniently placed laptop) which, not surprisingly, led to plenty of headlines about her “naked ambition” and other quips along the same theme.

Why exactly did she decide to pursue this niche marketing strategy – a controversial online viral campaign – as opposed to a print, TV or radio advertisement? As she explains on this week’s visual case study (www.irishtimes.com/business/education), as a relatively small skincare business, the company’s advertising options are limited. “We can’t afford TV, so online is the only accessible way that we can get a visual in front of our consumers,” she explains.

Apart from budgetary constraints, there was another reason for favouring the internet route. “I think the most fascinating thing that’s happening at the moment generally in marketing is how people are taking advice from strangers,” she says. She noticed that consumers are no longer basing the decision of which skincare product to buy solely on TV advertisements, or advice from doctors and pharmacists.

Consumers are increasingly seeking advice online, for example on chat rooms and blogs where other consumers share their own experiences and recommendations. “I think we, as a smaller business, have the ability to react to that more quickly than our big international competitors,” she observes.

With her marketing nous and ambitious streak, Gardiner succeeded in turning around what was a small, staid third-generation family business into a highly competitive, growth-oriented business that is widely respected within the skincare market.

Ovelle was founded by her grandfather in 1934. In the 1970s, her father took over, and the baton was then passed on to her.

One of her most successful ideas was the creation of a cream for children with the skin condition eczema. She ran the idea past her father, who she describes as “chief pharmacist and genius behind the formulations”.

What was just a germ of an idea became a reality and formed the nucleus for the Elave sensitive skincare range. “I saw an opportunity, he had the know-how, and I put a marketing spin on it,” she explains.

That “marketing spin”, in the form of the “Nothing to Hide” campaign, was a huge success and was widely praised as innovative and refreshing.

Creating an advertisement that is deliberately controversial, shocking or provocative can be a hugely effective method of generating publicity and getting the public talking about a brand, but shock tactics can also backfire.

A controversial campaign can offend large sections of the population and damage the company’s brand in one fell swoop. If public outrage is sufficiently heated, the company may end up having to withdraw the campaign.

At one point, the Italian brand Benetton was possibly more famous for its outrageous photography advertisements that it clothes. Another Italian fashion label Dolce Gabbana is continuing the tradition – its risqué advertising campaigns regularly attract the wrath of various consumer groups. In 2007 the design house had to withdraw a print advertisement that showed a man pinning a woman down by her wrists, following widespread criticism that it excused or even promoted violence towards women.

Despite having their own wrists slapped over this incident, the design duo aren’t afraid to continue pushing the boundaries of advertising. They reportedly predicted that their spring 2009 campaign might raise the hackles of religious groups.

However, the campaign photos have now been released, and some online fashion commentators seem almost disappointed that the religious overtones of the images haven’t yet lived up to the hype – as of yet they have failed to offend anyone. One wonders whether DG are relieved or disappointed.

This week’s case study ties in with the following areas of the Leaving Certificate business studies curriculum:

Unit 5: The case study has direct links to Unit 5, with particular emphasis on marketing concepts and strategies, and identifying opportunities. Elave is a classic example of an indigenous company that identified opportunities and expanded to take advantage of those opportunities.

THE BUSINESS Education Series provides second-level students with an insight into key business issues, and is published every Friday in the Business This Week supplement.

The entire series can be viewed at www.irishtimes.com/business/ education/

It is intended to complement a series of 12 visual case studies available on the Ernst Young Entrepreneur of the Year programme’s new online business education channel, www.eoy.tv.

Teacher support notes are also available here. Students can watch the clips at home or in the classroom. The case studies have been developed in collaboration with the Business Studies Teachers’ Association.

Each case study is directly related to the Leaving Certificate business course and links to the curriculum are outlined here each week.