When Dove introduced it’s new ‘goFresh’ range of shower products, it faced a bit of an image problem: many teens and younger women felt Dove was ‘their mother’s soap’.Tasked with the job of rejuvenating the brand’s image with a single ‘activation’ idea, we decided to create a platform that pushed and empowered Singaporeans to get out of their comfort zones and ‘give it a go’. Presenting the world’s first public, high-performance shower-karaoke machine.
We launched with a series of guerilla posters with lyrics to several karaoke anthems pinned up on the walls of public showers.We also made a ShowerOK! YouTube channel at the fraction of the cost of a traditional website to host the campaign. Video footage of the wild and crazy showerOK antics was seen, commented, and voted on www.doveshowerok.com
Art Direction and Illustration: Adrian Chan
Copywriter: Troy Lim
Copywriter: Troy Lim
