Malaysian Media Awards Winners Showcase





2013 | |

Lux Spreads Scentsation To 1 Million Malaysians in One Day!

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)

Challenge
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? 

Solution
Insight

  • After a busy week, young women crave for quiet Sunday mornings, when they can relax, pamper themselves and catch up with the world around them.
  • She likes browsing through her newspaper on these leisurely Sunday mornings, before she gets into a relaxed bath in the tub.Idea
  • Bring to her the experience of the winning Lux fragrance through her favourite Sunday newspaper!

Execution
By using first-in-Malaysia printing-ink technology, Lux fragrance injected into the Sunday edition of Malaysia’s largest newspaper Harian Metro.

  • Before printing, the fragrant essence was mixed with the printing ink in an optimal concentration through multiple iterations and stress tests over 4 weeks.
  • Contextually-relevant editorial content on the front and inside pages, added to the engagement created through the fragrance.
  • Lux and Harian Metro online assets amplified this experience to many more!

Results
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!