Table of Contents 6 2012 OVATION Awards Winning Entries

Challenges
Budget
The budget presented a challenge for APEX as we needed to include a very large scale event including a
complete renovation of a space, partner with a designer and contractor and conduct short and long lead
media relations for $40,000. As explained above, Jergens increased the budget to $50,000 after
negotiations with APEX to ensure the quality of the “Overnight Fix” was at a high standard. However in
addition to this, APEX was able to make the following cost‐efficiencies:
Partner with two well‐known design personalities at no cost. APEX ensured that they would
receive media profile for their participation in the initiative, so they agreed to waive their fees.
Deliver a cost‐effective beauty media mailing. Since delivering beauty media coverage was a key
goal for our client, APEX packaged and delivered the product to beauty media and engaged
them in a cost‐effective manner (i.e. using a re‐usable box for the product donations)
Shelter Limitations/Realities
While APEX was able to work very effectively with the YWCA team, there were certain challenges that
needed to be addressed. The main concern among the YWCA staff was ensuring the privacy and nondisruption
of the residents during the “Overnight Fix” and media event the following day. To ensure
this, APEX recommended renovating the community room which would be the least invasive for the
residents and all the work was conducted within that space and in the hallway directly outside. No
volunteers ventured past this space and near the apartments. All volunteers also wore clearly marked
lanyards and t‐shirts so they were easily identifiable by the residents. Lastly, all media that attended
were asked to strictly tape/record within the area. It was only when some residents asked to participate
(in the reveal) that we permitted cameras to capture them on film.
Designer
As mentioned earlier, one of the main challenges for APEX was the budget, which meant that we would
need to secure a designer and contractor to participate for free. After researching several options and
passing on those that had competitive conflicts, APEX approached Arren Willams and Christian Pavey.
By ensuring editorial profile, we were able sign them both onto the project. After accepting a new
fulltime job, Arren was no longer able to participate, but fortunately he did recommend his friend Lisa
Canning. After approaching Lisa, APEX secured her as the main designer for the project and moved
ahead as planned.
Product Coverage
As referenced in the Business Need/Opportunity section, the concept of an overnight lotion was not
new to the beauty industry and the product itself was really a line extension for the brand. In order to
make it newsworthy, APEX incorporated a charitable angle, however our main goal really was product
coverage. In all of our media relations efforts, APEX made it explicitly clear that the “Overnight Fix” was
inspired by the product launch to ensure messaging was weaved into the coverage. In the case of
beauty media, we focused more heavily on the product benefits and offered interviews on :beauty sleep
tips” with Kao Brands spokesperson, dermatologist Dr. Skotnicki.