MADE BY THE WORLD’S BEST PERFUMERS
Brand | UNILEVER |
Product/Service | LUX TRESOR |
Entrant | LOWE MENA Dubai, UNITED ARAB EMIRATES |
Entrant Company
|
LOWE MENA Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
LOWE MENA Dubai, UNITED ARAB EMIRATES
|
The Campaign
With the beauty category in decline, Lux as market leader was suffering. The challenge was to arrest declines, and bring back lapsed users. With the launch of the ‘Captivating’ campaign, we used a strategic integrated TV, radio, outdoor, digital and supported by an aggressive on-ground activation campaign. Lux doubled its sales targets, increased brand conviction and their associations with the key market attribute: ‘better fragrances’.
Success of the Campaign
The ‘Captivation’ campaign delivered our primary objective more than doubling its sales targets, helping us become the undisputable, ultimate solution within the segment:
1. Sales growth (Value) - Target: 6.2%, Achieved: 12.5%
2. Market development (Shower Gel, USG growth) – Target: 20%, Achieved: 40.5%
3. PR Coverage: Achieved $297,000 worth of PR Value
4. Facebook success: Fanbase increased 30% in the first 3 months, 282% increase in People Talking about our page, 1.65 Virality rate on Facebook posts, over 2 million impressions with a CTR of 2%
5. Brand Health: Post campaign, doubled our 200 bps Brand Conviction target, realising +400 bps (from 62% to 66%)
6. Brand Attributes: Target was a 100 bps (1%) increase against key attribute ‘have better fragrances than other brands. Post campaign, realised an 1100 bps increase (11%) .
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Lux’s new fine fragrance range is so divine, they captivate- was the primary campaign idea. It was difficult to establish reach for a sensorial payoff like this with ATL alone. Hence, a multitude of channels were identified to launch and establish this campaign idea
ATL channels (TV, Radio, Outdoor) set the base of the campaign idea and brought alive the “captivating” proposition. BTL channels drove home the sensorial elements of the campaign by showcasing fine fragrances
Press meet - Interactive sensorial sessions with master perfumers from Firmenich
On-ground Activation: Fragrance sampling with scent infused roses at parks, commercial areas and hangouts
In-Mall stand was decorated with rose petals, consumers had the opportunity to enjoy free manicures. Continued reinforcement of scents.
In-Store: Motion-sensitive scent diffusers placed on Lux shelves
Ladies Shower Rooms: Special hydrochromic ink-stickers placed on walls. On contact with water, the ink disappears; to reveal beautiful rose petal trails
Credits
Tej Desai |
Lowe |
Interactive/Engagement Director |
Anoop George |
Lowe |
Account Director |
Lamia Askari |
Lowe |
Sr Acc. Exec |
Paul Kotze |
Lowe |
Creative Group Head |
Ahmad Nasser |
Unilever |
Brand Manager |
Sezgi Kocak |
Unilever |
Asst. Brand Manager |
Mark Lewis |
Lowe |
Ecd |
Samantha Middleton |
Lowe |
Copywriter |
Chris Kay |
Lowe |
Sr. Art Director |
Param K |
Lowe |
Art Director |
Vivian Hawat |
Unilever |
Pr Manager |
Rola Awad |
Unilever |
Pr Executive |
Estrella |
Rose Charms |
Proprietor |