2010 Winners & Shortlists

The Brief

Age along with stress of a modern lifestyle and environmental factors can result in wrinkles, dark circles and dehydrated skin. We needed to inform our target audience that they can rediscover youthful, glowing skin with the help of VLCC’s Cosme-Dermat’s premium range of skin-care treatments.

Creative Execution

We decided on a ‘show & tell’ execution. A promo girl wearing “Get back in time” t-shirt handed out crumpled flyers to passer-bys in malls. When they straightened out the flyer, they found the message that Cosme-Dermat treatment can get rid of the wrinkles and enhance their skin. Thus, reiterating the effectiveness of Cosme-Dermat’s treatments.

Describe the creative solution to the brief/objective.

Distribute flyers with information about Cosme-Dermat’s treatments in a way that drives home the fact that wrinkles can be ‘straightened’ out with the minimum of fuss.

Results

About 8000 leaflets were handed over in 3 days across different venues. Within two weeks, VLCC received close to 200 calls. Since this is an ongoing exercise for the next few months, the exact effectiveness of this campaign cannot be precisely measured. VLCC plans to run this campaign again in April in the UAE as well as Oman.