2014 Winners & Shortlists

MADE BY THE WORLD’S BEST PERFUMERS

BrandUNILEVER
Product/ServiceLUX TRESOR
EntrantLOWE 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

Name Company Role
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