2014 Winners & Shortlists

Results and Effectiveness

In just 3 days (still at early stages of campaign), from when the posters were up, the website traffic increased by 91.8%.

Creative Execution

The point is that, women, after seeing and interacting with the poster, will realize that they have nothing to fear (especially with Kaya). Women think most about skin and hair removal while at the Kaya Clinics or in gyms. So we created interactive posters and put them up in multiple Kaya clinics and in locker rooms of gyms associated with Kaya. Here, we could directly address women when they were most likely to be contemplating the benefits of painless hair removal (and where they see other women with hair, or without hair). These posters were placed in areas with maximum visibility and space so that the women could interact with them.

Insights, Strategy and the Idea

Increase sales in laser hair removal treatments. And spread the word about how painless Kaya’s laser hair removal is. The target audience is women who are too scared to try laser hair removal. They know that Kaya is the expert for laser hair removal but do not know about how painless the procedure really is. Also, the treatments leave you hair-free for months, even years. Creating an interactive poster was a direct way of communicating to and interacting with women to tell them that they have nothing to fear with Kaya’s painless laser hair removal. Kaya feels that by using this insight, it can reach women who are too afraid to try laser hair removal.