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 contestants through a radio and online poll to take this 28 day journey with RJ Kritika wherein entrants were judged based on their reason for taking this challenge. Once the 3 women started the challenge– a weekly update about their progress was aired live on radio. A daily beauty segment was also created on the same show featuring beauty and wellbeing tips from Garnier along with information on Garnier products. To bring the radio journey to life visually, we partnered with the Asian magazine Masala to create an exclusive feature - the “Garnier Light Masala Journals”. This weekly feature allowed followers to witness the transformation visually. The Facebook coverage helped facilitate the recruitment phase and encouraged interaction throughout the challenge period both with the RJ and participants. Followers were able to post queries, share experiences and also view the transformation of the 3 participants.

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. Thus the “Garnier Light challenge” was created. RJ Kritika of Radio Spice was identified to lead this as she hosts her own morning show and is highly influential amongst the Asian masses. She was to take the challenge along with 2 listeners and their progress was monitored live on air to reinforce the product efficacy. The challenge was visually brought to life with the creation of the “Garnier Light Masala journals” – a weekly segment in the Asian magazine – Masala along with a exclusive Facebook tab to encourage dialogue between consumers.