2011 Winners & Shortlists

Results and Effectiveness

The campaign hit 73 percent of its annual sales target within just 6 weeks of launch (Source: AC Nielsen MEMRB Monthly Retail tracking Levant). An unforgettable link had been created between Silk-épil and water. Women now knew that introducing Silk-épil to water meant smooth beautiful skin, not sparks and smoke.

Creative Execution

Lebanese ladies are known for their attention to perfection. (Source: TGI Lebanon 2009). Anywhere women were concerned with appearance in a public space involving water, Silkepil was present as an invaluable beauty aid. Beaches and pools are considered places to show off as much as they are venues of relaxation. By branding the bottom of the pool at one of Lebanon’s most happening beach resorts, we literally put Silk-épil in the water with women. Anywhere water was present, Braun Silk-épil was too. From beach sunshades and WC panels to glass shower doors at gyms. Silk-épil also recreated the shower experience using mobile trucks with larger than life 3D bathroom showers that drove along the coastal line creating a deep association between beauty, water and Braun Silk-épil.

Insights, Strategy and the Idea

Summer = Sun kissed skin and smooth killer legs That’s why Silk-épil wanted to launch their new line up of wet epilators in the summer time. The challenge was to get women to overcome their fear of using an electrical appliance in water. No woman can imagine blow drying her hair in the shower! The best way to confront their fear of mixing electricity and water was to physically show them by creating ambient aquatic environments.