2015 Winners & Shortlists

Results and Effectiveness

The impact of the activity was widely felt. We delivered a +800 bps (Basis points) increases in top of mind awareness during the activity period. A huge 8% more consumers claimed to use this brand as part of their beauty regime following this campaign! Earned Media worth a massive $1,234,886 was secured and nearly 70 key opinion leaders and media attended the live event in person. The average time spent viewing the live stream masthead which had to be clicked to expand was 3 minutes demonstrating the appeal of the content being streamed- significantly longer than YouTube averages.

Creative Execution

We turned what was a limited, invitation only event into a live broadcast, using our audiences’ preferred medium- digital! Working with Google we undertook a ‘Google Blast’ and turned banners into TV Screens. In a regional Media First, we used the Cross Screen YouTube masthead to broadcast the event live across the entire Middle East across multiple devices. Targeted Google Mastbox formats (by topic/interest) supported all activity, also broadcasting live using banner sites. Behind-the-scenes clips were captured and targeted to those who missed the live stream. Before the live streaming began, we road-blocked the YouTube Masthead slot for a whole day and used it as a countdown to the start of the show. Again targeting ensured our audience made the House of Lux show ‘appointment to view’.

Insights, Strategy and the Idea

Issue: Challenge preconceptions that Lux only makes Soap and build credibility in the beauty space. Insight: Middle Eastern women LOVE fashion, but a restricted and censored media landscape means good quality, locally produced content is impossible to find. Strategy: Lux had an existing property called ‘House of Lux’ which empowers aspiring fashion designers across the region. Fans followed the recruitment and mentoring process online, however the live show (where a winning designer was chosen) was always an invitation only event. Recognizing the live shows potential, we knew we had to open it up to a large enough audience. TV wasn’t possible due to heavy censorship alongside cost. However, digital in the region is huge and growing. YouTube for example sees the highest global per capita usage- video had to be an option. Idea: Turn digital banners into TV screens and stream the House of Lux event live across the region!