Malaysian Media Awards Winners Showcase

2017 | |

Memorable Scents, Memorable Moments

Advertiser: Unilever
Brand: Lux
Creative Agency: -
Credits: -

The Challenge
Artisan soap. Cold process soap. Glycerin soap. Ready-made soap. Liquid soap. Consumers are spoiled for choice these days. How can Lux make a lasting impression? Sampling is too short-term and besides, every brand is doing it. With Raya just around the corner- we need to quickly think of something!

Insight, Strategy and the Idea
Lux Soaps arrived in Malaysia in the 1950s. All of us grew up with Lux. Consciously or unconsciously, we can remember its scent. According to psychologists, ‘Our sense of smell is one of our most powerful senses- the merest hint of something familiar can trigger a special memory or wonderful moment in our lives’ This was our starting ground. We knew our TA bought a lot of new clothes before Raya- how can we create a truly unique experience? The idea: We would scent new Raya clothes with the same exact Lux body spray perfume. When the customer puts on the clothes, he will remember some of his happiest Raya moments.

Media Execution
We partnered with Zalora, who immediately commissioned a Raya collection from fashion designer Jovian Mandagie. All 4,500 outfits were scented with the familiar Lux perfume. Together, Lux, Jovian Mandagie and Zalora promoted the collection on social media. We also organized a fashion show- attended by socialites, bloggers, instagrammers and various media personnel- to showcase the collection.

Results and Effectiveness
Campaign hit a 2 million reach on Zalora’s platform, 4 million reach on social influencers’ platforms and an additional 3 million reach on Lux’s own social media platforms. Factoring in duplication, this co-marketing effort drove a combined reach of 5 million in the social spaces. Happy memories achieved and sales of Lux surged 20% YOY during same festive period.