2012 Winners & Shortlists

Results and Effectiveness

The Garnier challenge allowed the brand to build proximity with the consumer and was a hot topic on radio with many followers eagerly waiting for the segment each morning. This also had a positive impact on sales with Skin Naturals experiencing a 20% growth in Lulu hypermarket sales (a favorite amongst the Asian consumer) and 15% growth in overall UAE sales in 2011. Sales during the campaign period also increased by 22% vs the same period last year.

Creative Execution

The first phase involved recruiting 2 participants through a radio and online poll. The weekly progress of all 3 contestants was monitored live on radio. On the same show, a daily beauty segment was created to build anticipation for the weekly update and provide listeners with beauty, wellbeing tips along with information about Garnier products. The different phases of the challenge were supported with different radio promos– we started with a teaser promo, the 2nd promo created excitement to encourage participation in the recruitment phase, the third promo drove listenership to the Garnier segment and the final promo involved a countdown during the last week. The journey was amplified visually with the weekly “Garnier Light Masala journals” in the Asian Masala magazine allowing consumers to witness the transformation. A “Garnier Light “ tab was created on the Radio Spice page (20k+ fans) allowing users to actively engage around the brand.

Insights, Strategy and the Idea

Our challenge was to effectively communicate a fairness product that needed 28 days to prove its unique claim– “2 tones fairer” amongst the Asians. Research showed that Asians were more likely to be influenced if a credible source interacts with them about the product and its benefits. Radio is a highly interactive medium and allows dialogue between RJs and listeners. Thus the “Garnier Light Fairness Challenge” was created. RJ Kritika of Radio Spice was identified to lead this as she hosts her own morning show on radio and is highly influential amongst the Asian masses. She would also be recruiting 2 participants from the general public to take the challenge with her.