Category: Ambient Media (Large Scale)
Advertiser: UNILEVER SINGAPORE
Product/Service: MAGIC SPELL SOAP
Agency: JWT SINGAPORE
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Executive Creative Director: Juhi Kalia (JWT Singapore)
Associate Creative Director: Karen Muck (JWT Singapore)
Art Director: David Haefflinger (JWT Singapore)
Global Business Director: Sue Mulhall (JWT Singapore)
Global Account Director: Hinoti Joshi (JWT Singapore)
Global Account Manager: Anjali Bewtra (JWT Singapore)
Global Account Manager: Kryse Ynieto (JWT Singapore)
Traffic Manager: Ryan Wee (JWT Singapore)
Senior Project Manager: Jaslyn Choong (JWT Singapore)
Head Of Production: Gerri Hamil (JWT Singapore)
Producer: Bettina Feng (JWT Singapore)
Editor: Jeremiah Marcelo (JWT Singapore)
Media placement: Ladies' Shower Room - Spas, Clubs and Gyms - 2 April 2012
Describe the brief/objective of the direct campaign.
• We wanted more people (potentially new users) to sample the product and have an unforgettable, magical experience that they would talk about.
• The product has the fine fragrance of rare orchids that literally bloom in the shower. How could we get people to experience the fragrance and its magical effects in a shower?
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In ladies’ shower rooms across spas, clubs and gyms we sampled bottles of Lux Magic Spell. The walls and floors of all these shower rooms were covered with stickers made using special hydrochromic ink. Upon contact with water, the white ink disappeared to magically reveal beautiful trails of orchids.
Explain why the creative execution was relevant to the product or service.
Fragrances evoke feelings and a mood that transports you to a different world. But magic is something you feel. We didn’t want to tell consumers about it, we wanted them to feel the sensations of sight, scent, colour through an unforgettable experience.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In shower rooms across the country, consumers got to ‘feel the magic’ of showering with Lux Magic Spell first-hand, through a product experience they would never forget. Ordinary white shower rooms surprised consumers as they transformed right before their eyes to a magical world of Lux orchids. When dry, the ink turned white again, leaving the shower rooms ready to surprise the next visitor, resulting in hundreds of powerful, personal, positive consumer experiences.