2016 Winners & Shortlists

Creative Execution

Our execution was fairly simple, we mimicked the actual interface of Microsoft's app in a Facebook post. It looked like our brand tried the app with a picture of a lady who uses Pond's but the app failed miserably at guessing the age. We've replaced the part of the app that reveals the number with question marks proving the power of our brand in the face of the internet's most famous and most intelligent age-guessing app. Our post's copy was: No matter how advanced these robots get, they’ll never guess your real age with Pond’s. #NotJustAPrettyFace #HowOldRobot #Ponds

15 thousand 300+ likes (page average is 2000) 100 shares (page average is 10) 400+ comments (page average is 50) The beauty of such execution is how it changed women's view on age where we had fans sharing their own trials with the age-guessing app and publicly revealing their real age vs the guessed age. App results were always much younger than our fans' real age and this further strengthened our brand's claim. Some fans uploaded our post on the app where the app had a disclaimer; sorry if we didn't guess the age right.

Our client, Pond's, wanted to communicate its anti-ageing capabilities on its Facebook page. With a very low budget, the client wanted to spread awareness efficiently and heighten engagement. Our target group, mostly women, weren't too comfortable talking about age. So, how do we achieve the client's objectives? With Microsoft's age-guessing app taking the internet by the storm, we saw an opportunity not to be missed: an age-guessing app vs. a product that fights ageing. With a bit of an urgent genius, we swiftly created a Facebook post that challenged the age-guessing app's ingenuity and denounced its intelligence against our brand. Both Microsoft's app and our brand have a common idea with age and this was a perfect fit and a perfect opportunity for some smooth newsjacking action!