Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

The Shortlist
CAMPAIGN
Fancy to Reality
AGENCY
McCann Worldgroup - Branch 00005
CLIENT
L'Oreal Thailand
BRAND
Maybelline Newyork (Thailand)
DETAILS
CAMPAIGN SUMMARY
In order to own the eye makeup category, Maybelline needs to be the leader in every eye segment. Maybelline owns the mascara and eyeliner categories, but not eye shadow. With tough competition from new entry brands, Maybelline’s eye shadow share was plummeting.
 
To turn things around, Maybelline decided to revamp and excite the market with a new product that break Thai’s eye shadow market norm ,of neutral earth tone color, with color tattoo, a vibrant eye shadow.
 
However, vibrant eye makeup has not been well accepted in Thailand.
 
Although Thai women are aspired by vibrant eye shadow looks in magazines, they still hesitate to adopt it, as they find it farfetched. They perceive the look as too fancy for reality, and difficulty in application makes it even more out of reach.
 
Therefore, our strategy is to tune in to the proximity between the surreal vibrant color trend and real consumer. We came up with the “fantasy to reality” campaign that communicated that vibrant color is relevant and within reach.
 
The campaign is divided in two phases:
 
1.    Bringing the trend closer to consumers through their intimate medium – utilizing friends and local beauty influencers to stir up the trend in social media
2.    Amplifying the online trend to offline to a mass group, the later adopter, who needs to see first that the trend is approved to have the confidence to adopt it
 
As a result, Maybelline achieved its goal by becoming no.1 in the eye shadow market, with double market share, 140% portfolio growth and zero cannibalization. 
CAMPAIGN
Invisible Love
AGENCY
Ogilvy & Mather Beijing
CLIENT
Sino-American Tianjin Smith Kline & French Laboratories
BRAND
Fenbid
DETAILS
CAMPAIGN SUMMARY
Fenbid Cream succeeded in launching a campaign that met the needs of young muscle and joint pain suffers. It opened up the topical analgesic market which has been dominated by traditional Chinese medicine patches, while at the same time increasing brand awareness and sales. Within this campaign, brand awareness grew incredibly eightfold, and sales value increased significantly (prior to the campaign, products were already in sales channels).
CAMPAIGN
Lifebuoy Roti Reminder
AGENCY
Ogilvy & Mather Advertising
CLIENT
Lifebuoy Soaps, Hindustan Unilever
BRAND
Lifebuoy Soaps
DETAILS
CAMPAIGN SUMMARY
The Kumbh Mela in India is the largest religious gathering on the planet, making it a huge marketing opportunity. But the government body, managing the Mela reserves 70% of the space/ time on all traditional media for non-commercial messaging making all conventional media choices inefficient/ ineffective.
 
At this festival, Lifebuoy wanted to land the message “Wash your hands with soap before a meal”.
To ensure the message was heard despite the massive clutter, we created a new medium for the brand message at the moment of truth: 
WHAT VISITORS EAT BECAME THE MEDIUM - THE ROTI (Indian bread, served with every meal).
 
WE DEVISED A HEAT STAMP THAT LEFT AN ACTIONABLE MESSAGE ON A ‘ROTI’ - ‘DID YOU WASH YOUR HANDS WITH LIFEBUOY?’ AND PRINTED THIS EDIBLE MESSAGE ON OVER MILLIONS OF ROTI’S SERVED TO THE VISITORS AT THE MELA. 
 
We directly reached 5 million people exceeding our target by five times.  The cost per contact; less than 1 cent.  
 
On an investment of just US$36000 it delivered incremental sales of $40 for every $1spent, helping Lifebuoy reach its highest market share in 3 years!
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters