Table of Contents 6 2012 OVATION Awards Winning Entries

most appealing “nugget” of an idea was to conduct an “overnight fix” on a community venue such as a
women’s shelter.
Solution
Create a philanthropic project as the backdrop to launch Jergens Overnight Fix Nightly Restoring
Moisturizer to media: conduct an all‐night renovation at a local women’s shelter = an “overnight fix”
Communicate to media that rather than putting our marketing funds towards a lavish launch event,
Jergens focused resources and efforts towards “fixing” something in our community, and effecting
the lives of a deserving group of women
Use philanthropic angle to secure in‐kind partners to help execute the program within the budget
Rationale
Demonstrates community and industry leadership
Improving the lives of women through beauty is the mission statement of Kao Brands
Supports the key product benefit of visible improvement overnight
APEX had a strong conviction that beauty media would respond positively to a ‘feel good’ program
that supported women in their community
The philanthropic angle would give the APEX team leverage to secure program elements in‐kind and
as a result, deliver more “bang for our buck”
Program Implementation
Shelter Research and Outreach
APEX conducted extensive research and outreach to Toronto shelters to evaluate the best partner.
Research and outreach included determining which shelters had existing relationships with competitive
brands, discussions with executive staff at shelters to gage interest in a possible 24‐hour makeover, and
considering which shelters were centrally located in order to facilitate volunteer and media engagement
for the makeover. The shortlist of shelters included: Nellie’s Place, Red Door, Interval House and YWCA.
Ultimately, the YWCA was selected as the benefactor/partner. In our preliminary conversations with the
YWCA, APEX identified that the Pape Street YWCA women’s shelter had a community room for the
residents that was being underutilized because of its condition. Activities such as meditation, parenting
classes and food banks took place in the space, which for all intents and purposes was really functioning
(and appeared to look like) a storage room. On a site visit, APEX and Jergens recognized that the space
would be able to truly transform in the “Overnight Fix” and the YWCA staff were receptive to the idea of
having a branded overnight event take place in their facility.
Interior Designer and Building Contractor Research
In order to pull the makeover off within the given budget, APEX had to secure an interior designer and
contractor to work for free to design the space and lead the makeover from a design and build
perspective. APEX’s goal was to secure a notable designer that would help add cache to the project
from a media perspective. APEX conducted extensive research to determine possible partners.
Extensive pitching, negotiating and convincing ensued in order to secure a designer. APEX successfully