Pharmaceuticals, Beauty Products, Cosmetics & Toiletries

The Shortlist
CAMPAIGN
Bladey Confessions
AGENCY
Isobar
CLIENT
Philips India
BRAND
Philips Male Grooming
DETAILS
Philips India sought to increase awareness and consideration for their AquaTouch range of electric shavers and grow sales by 9 times in 3 years. To achieve this, the key task would be to drive behavioural change from using traditional razors to electric shavers. We discovered the core issue with the traditional way of shaving and why it was time to switch to the new way of shaving.
 
For the longest time men had been shaving with razors and getting nicks and cuts as a result. They had an “it’s ok” attitude towards it and were not aware of better options. We had to break this inertia and introduce them to skin-friendly shaving through Philips AquaTouch.
 
A human manifestation of the shaving razor was created and named Bladey. He was brought alive on various social media platforms.

A series of videos were created of people who, in real life situations, had suffered because of Bladey. Bladey was cornered, made to confess his crimes and ask for forgiveness.

To encourage them to switch to Philips AquaTouch from the blade, their media consumption had to be understood. Hence, relevant media channels were identified to leverage storytelling in order to create intrigue and buzz-worthy conversations. We crafted an entire campaign journey to lead the behavioural change by using the interactive power of digital and surrounded our TG through a tactically planned media approach.

Bladey Confessions got everyone talking and resulted on an increase of 630% in fan engagement. The media strategy helped in achieving earned media worth INR 17.43 million and led to an increase in sales by 150% quarter-on-quarter. 
CAMPAIGN
Find Your Reason to Smile
AGENCY
PHD Media
CLIENT
Unilever
BRAND
Zhonghua
DETAILS
You would think a country that has become the second largest economy in the world would have plenty to smile about?
 
While China’s rapid economic development has lifted millions out of poverty, it has come at a cost – People in China are just not as happy as they used to be. 
 
Our audience of young post 80’s urban Chinese have spent most of their lives striving for success in an ever-competitive landscape. The result?  While material wealth has improved living environments, it has not necessarily improved quality of life.  Our stressed out younger urban Chinese audience feel they have less reasons to smile.
 
Using mobile and integrated content we helped our audience find their reason to smile, re-energising their perception of Zhonghua and transforming the business along the way. 
 
CAMPAIGN
Korea Movement
AGENCY
Leo Burnett Korea
CLIENT
P&G
BRAND
SKII
DETAILS
SK-II used to be the No.1 prestige skin care brand that has led innovation and trend.  But its position was becoming diluted and consumers were leaving to competitive brands offering newer, cheaper deal or mass brand with copycat product at 1/10 of SK-II’s price.
(reference 1) 
 
Consumers knew SK-II had efficacious product but became suspicious about the level - as much as to justify its price. Also, the status and aspiration associated with using SK-II ‘the IT brand’ had diluted as well with us not providing anything to be excited about. SK-II needed to change consumers’ perception from ‘there is nothing new or interesting to talk about SK-II’ to ‘that is a topic I am interested and can relate to (from SK-II)’ and change consumers’ perception from ‘SK-II is one of the prestige brand because it is expensive and it used to be IT brand’ to ‘SK-II is a brand that understands us and stands for value I believe in’
 
The core target of SK-II was 30s women who lived in Korea where youthful look and beauty was considered to be a status symbol and power.  Korea has become a beauty-obsessed nation and notorious with its extreme plastic surgery trend. (reference 2) (reference 3) Behind this social trend, SK-II found out ‘extremely low beauty ego’ of Korean women and this related to their ‘low self-esteem’. (reference 4)
 
SK-II ‘Speak out I’m Beautiful’ campaign was developed to help Korean women boost their beauty ego and earn back their self-esteem. The strategy was to provoke controversy over ‘low beauty ego of Korean women’ and encourage debate, conversation around it.  After awakening the issue, SK-II proposed Korean women to ‘Speak out I’m beautiful’ to themselves as a way of boosting their beauty ego and gaining back their self-esteem.
 
Though the campaign has just executed, the initial result is great. Issue raising of un-talked controversial topic and having Korean women believe in their beauty not only well resonated with our target but also with social issue about beauty obsessed phenomenon. As the issue had to get quick social attention and wide penetration, we strategically chose influential digital media -The Huffington Post. The native ad co-created with Huffington Post and branded video contents we produced ignited debate against ‘beauty in Korea’. The 1st release of native ad about ‘low beauty ego of Korean women’ and manifesto video achieved 160% higher viral effect, 4 times more reply, 4 times more page view (83.481) vs. other beauty related native ads and 5th release of native ad recorded historically highest ever page view (115,188). (Source : Huffington Post CMS* data) Local radio program took this topic as a campaign that raised women’s self-esteem and voluntary consumer engagement UCC of their own experience after speaking out were created and uploaded.
 
*CMS: Contents Management System
CAMPAIGN
LUX Bloom to Shine - Interactive Mirror Installation
AGENCY
ADK
CLIENT
Unilever Japan Customer Marketing K.K
BRAND
LUX Super Rich Shine
DETAILS
In modern Japan, women want to express their own beauty and be praised, and it is important to get praises from friends by uploading pictures on SNS by taking centre stage in their daily life. Our object was to feature modern women as main character and make them shining.
 
The strategy is to deploy modern communication in which women shine and get into high spirit. The creative idea executed is “Bloom to Shine.” An event was organized in which a new kind of image artwork is created with the participants becoming part of the digital art. The event gave a concrete shape to the concept of LUX that ‘all women are born to shine’ using a modern and beautiful installation. 
 
A unique interactive mirror is developed with motifs generated in the background in response to ‘each person’ undergoing the experience, and beautiful images of the experience are uploaded in real time.  
 
The device allows to display beautiful visual motifs of LUX onto the background microtile monitors as it senses the movements of the person. The kinect sensor at the center of the mirror detects the motion of the person’s head as the visual motif moves and expands accordingly.
 
The countless images that are generated are spontaneously conveyed through SNS with the joy of the participants.
 
A 422% engagement rate was captured on Twitter compared to the plan, and purchase intention score has been increased by 118%. Lux Bloom to Shine - engaging and empowering the new wave of Japanese women, sharing their experience and caring for their beauty’.
 
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