Sanofi Aventis: LACTACYD VAGINA JOURNEY

Credits & Description:

Category: Fast Moving Consumer Goods

Advertiser: SANOFI-AVENTIS THAILAND

Product/Service: FEMININE CARE PRODUCTS

Agency: PUBLICIS THAILAND

Date of First Appearance: May 9 2009 12:00AM

Entrant Company: PUBLICIS THAILAND, Bangkok, THAILAND

Executive Creative Director: Kitti Chaiyaporn (Publicis Thailand)

Chief Creative Officer: Calvin Soh (Publicis Singapore)

Creative Director: Peerapat Peeraman (Publicis Thailand)

Copywriter: Chalit Manuyakorn (Publicis Thailand)

Art Director: Apichai Inthusingh/Dacha Ramjan (Publicis Thailand)

Managing Director: Pongsak Sanitwongse Na Ayudhaya (Publicis Thailand)

Brand Director: Pornthipa Tunthagadh (Publicis Thailand)

Production Manager: Wira Suwansilp (Publicis Thailand)

Media placement: Special Event - City central area, high density traffic - 09/05/2009



Results and Effectiveness

The departure date for the Vagina Journey saw thousands of female participants. Through this activation, they started to pay more attention to their intimate parts. Hundreds of schools requested for the animation video and discussions among Thai women, as well as with medical experts took place throughout cyberspace. As the Thai female population acquired more knowledge on the issue, there was an increased desire to take better care of their intimate areas. Above all, the contagious idea created new conversations and the need for Lactacyd at the same time. Sales increased 20%.



Creative Execution

We started the conversation with a controversial question, “Have you ever been to your own vagina?” This led to a spaceship simulator that took Thai females on a real journey to the most intimate area on their bodies. On the journey, they learned more about the female genital—its functions, acidity levels and why they require special attention and care. The animation video of the Vagina Journey was given to colleges, which could be downloaded to students’ mobile phones.



Insights, Strategy & the Idea

When it comes to intimate parts of the body, there is a common lack of knowledge among the female Thai population as the subject is taboo, even in schools. As a result, most females do not feel the need to take proper and extra care of their intimate area, moreover to use Lactacyd.