2012 Winners & Shortlists

Results and Effectiveness

The Water Reveal initiative got rave reviews by advertising gurus on Campaign ME, in two issues. Many consumers brought the water reveal paper along to show the service they want to experience, and appreciated the new approach. Differentiated offering got delivered, despite clutter, in a simple way; there was 172% growth in new clients registering for Aqua Radiance over previous campaign with similar budgets. Customers signing up for Aqua Radiance increased by 2.5 times. Most importantly, revenue increase was 100% over last campaign.

Creative Execution

There were three elements in our approach: - Creative use of media: Like the product, its communication was breakthrough, we used a patented technology ‘water reveal paper’ that reveals the printed image only when in contact with water. A media first in the Middle East, ad appeared plain white at first, but revealed radiant face when water was applied. This powerfully illustrated the product benefit of skin radiance with water. - Creative us of location: To exhibit further, we approached women where they get exposed to heat and air conditioning. We distributed branded mist sprays and wet wipes in air conditioned space such as malls, and placed branded mist fans in outdoor hang-outs such as cafes. - Credible endorsements: We organized interviews with dermatologists and customer testimonials on radio. Finally, testimonials and videos by top beauty Bloggers on their experiences with Aqua Radiance got the conversation going

Insights, Strategy and the Idea

Dehydration, from heat and air-conditioning, is the cause of many skin problems among women in the UAE. Water is the best solution for dehydrated skin, but most moisturizers are oil-based chemical products. Media clutter is high in the skin care category and there was risk of not getting consumer attention at all within limited budgets. Skin care category lacks consumer trust, and they rely heavily on WOM and credible endorsements. Kaya Skin Clinic’s Aqua Radiance was a revolutionary facial treatment based on infusing Water for instant radiant and refreshing skin. Our challenge, in 2011, was to communicate the differentiated offering in a cluttered media environment. There was a business objective to grow revenue by 10% Water making the face radiant/refreshing is central to Aqua Radiance’s treatment. With this in mind, our strategy was to exaggerate the connection between Aqua Radiance and refreshing Water.