Advertiser: Unilever Malaysia Brand: Lux Creative Agency: Harian Metro Credits: Shankar Rajagopal (Director - Client Leadership), Cheng Lin Nah (Senior Manager, The Exchange), Anne Leow (Associate Director, The Exchange), Looi Yew Mun (Manager, The Exchange), Aileen Chew (Senior Executive, The Exchange), Sue Ho (Executive, The Exchange)
By launching its new fragrance variant, Lux Bodywash knew it had a winner on hand to break through the beauty-product clutter. – But how can it get its audience of young Malay women to experience this winning fragrance, even before they visit the store?
By using first-in-Malaysia printing-ink technology, Lux fragrance injected into the Sunday edition of Malaysia’s largest newspaper Harian Metro.
The Lux fragrance lasted upto 12 hours on the newspaper on that day. – Around 30% of Lux TA (1.1 million women) experienced the fragrance in ONE SINGLE day. – 430% total media ROI generated through the activation – absolute saving of 110,000 USD!