2012 Winners & Shortlists

The Brief

As a French pharmaceutical brand, our objective was two fold; • To shift the public’s perceptions of Bioderma from being a pharmaceutical product to a retail, must-have skincare product • To directly drive product trial of Sensibio H20 make-up remover

Describe how the promotion developed from concept to implementation

We knew from consumer research that in order to capture the audience attention, we needed to not only put the product in their hand, but to do it at a time and place that they would most likely to require it. The promotion needed to be mobile and agile, allowing us to move to meet our audience and engage with them at their places of choice, allowing for an approachable campaign. Our team of promoters and branded fleet cars moved seamlessly from one location to the next, allowing maximum exposure of the product through sampling.

Describe the success of the promotion with both client and consumer including some quantifiable results

Over 2,000 women from the specific target audience engaged with the product. The momentum from the success of our campaign continued on into valuable PR spin-offs from celebrity interactions with the product during our promotion.

Explain why the method of promotion was most relevant to the product or service

Bioderma’s Sensibio was specifically targeting women. The events and venues that we targeted ensured we were directly engaging with the social market segment. It’s a known truth that after a night out the first thing every woman does is remove her make-up. We executed usage and sampling of Bioderma’s Sensibio make-up remover at major nightclubs across Dubai, resulting in women having what they needed, when they needed it.