Malaysian Media Awards Winners Showcase
2011 | Finalist | Best Use of Magazine
Advertiser: Unilever Malaysia Brand: Lux-Unilever Creative Agency: JWT Credits: Shankar Rajagopal (Director, Client Leadership), Anne Leow (Associate Director), Looi Yew Mun (Manager), Sherlyn Chan (Senior Executive), Aileen Chew/ Sue Ho/Nadia Chee (Executive)
Challenge
Lux wanted to make young women aware about the new-age ingredients in their “White Impress” variant of body-wash. But campaign ad-budgets were much smaller than those of most other beauty brands. Innovative ideas on relevant but cost-effective media were required, to achieve our objectives.
Solutions
Women love looking at themselves in mirrors. It helps them check up on their beauty, and gives them self-assurance as they face the outside world. Lux provided them “self-assurance on-the-move” by creating a portable mirror, and simultaneously educated them on how the “Triple Whitening Ingredients” in the “White Impress” variant make them fairer.
Execution
We created a “mirror” in top beauty magazine titles across 3 languages – using UV Print on Reflective Paper + Gloss Lamination. Double- page-spread advertorials followed on the next page. Women were able to see themselves in the “mirror”, then flip over and get information on how the “Triple Whitening Ingredients” can make them fairer.
Result
Brand health studies showed increase in awareness for “White Impress” variant Lux liquid penetration increased post-campaign period
