2012 Winners & Shortlists

The Campaign

Our campaign set out to change consumer perception and remove women’s fear of using anti-aging skincare services. We set Kaya apart from other brands with a different tone of voice. Other brands tell a woman time is running out for her. We told her beauty needn’t be time bound. Our idea dovetailed with the fact that women of all ages want to look and feel good.

Success of the Campaign

Here is the story in numbers. Kaya’s new clientele for anti-aging services grew by 104%. It had a revenue jump of 59%. It is Kaya’s highest revenue share ever since its launch in the Middle East.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign had a 360 degree launch. This was spearheaded by work in the mainline media – all key newspapers and magazines, outdoor locations, and radio. It was supported by smart online, in-store and consumer interaction initiatives. The use of media was sharp and incisive.