Poorly Executed Campaign: l’Oreal
July 27, 2007 at 9:33 am
I’m going on my holidays next week, so am in the market for sunscreen. This morning I came across an ad on entertainment.ie – I couldn’t not, it was in yer face and required me to close it in order to see the navigation = not good… But this morning, because it’s a sunny day and I’m going on holidays in 7 days, I clicked on the ad.
What a disappointment!
A microsite which I can only assume was created by some UK outfit with really bad navigation. There’s a kind of spinning wheel where the content resides on the right – are they trying to make it difficult to get at? That shape also reminded me of my favourite Charles Schwab site – back in 1998!!
There are pictures of someone who’s supposedly used high protection sun screen and low protection sun screen but they are so teeny tiny I couldn’t actually see the point l’Oreal were trying to make! Presumably your skin looks better with high protection screen?
And of course there’s a competition! I’d love a trip to Cuba thanks very much. Because it’s a UK site, I had a quick scan around for terms & conditions to ensure that us ‘Eire’ people would be eligible to enter. There were none. Started to fill in the registration form and it froze. Then I got an error message I’ve never seen before about scripts that made me feel a bit nervous. Oh, and the input boxes are opaque black!
All in all l’Oreal, you’ve lost me. Your spend has been wasted. Your digital agency should be shot. Or rounded up against a wall and pelted with stingy sun screen.
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