Somatoline, " it works" 

What's the best way to PROVE the effectiveness of a slimming cream ?

In France, the Somatoline Cosmetics slimming cream brand invests massively in a TV campaign with simple direct spots. The signature is just "Somatoline, It Works". The brand relies heavily on word-of-mouth.

What if we used another ad to support and prove the effectiveness of the brand promise in real life ?

We created a guerilla campaign that took advantage of the massive outdoor media plan H&M had for the new Matthew Williamson swimsuit collection. The H&M ad featured stunning slim models to show off the bikinis.
 

All Somatoline had to do was to claim these perfect bodies as proof that the cream works. Simple branded stickers placed over the models' thighs and hips and other cellulite-prone zones did the job. A cheeky, but cheap, simple and effective way to generate PR and buzz.