Malaysian Media Awards Winners Showcase

The Challenges
Introduction of a new sub product line that would protect the target audience from the pollutants in the air. The challenge is to educate audiences on this new USP of Vaseline, who historically is known to “heal” instead of to “protect”. A further challenge is to an everyday consumer, most people have little to no knowledge of harmful pollutants that are in the air that we breathe everyday. “Consumers do not know what they need to be protected against”

Insight, Strategy and the Idea
To deliver the message we had to create pollutants that can be seen by the naked eye. Smoke is generally accepted as a type of pollution – hence we created a “smoke effect” on a billboard. And yet this smoke cannot be an actual pollutant in the air – as this would go against the Green Environment policy practised by the brand / company.

Media Execution
The campaign was executed on Sprint Highway, one of the busiest roads in Klang Valley and interconnecting various main residential areas. To deliver the message we mounted an acrylic box onto a billboard and a smoke machine to create a smoke effect (clean smoke) that can be seen by the naked eye. We had to ensure that the smoke is contained and would not cause any alarms to the passer bys. Agency also placed a “blue led light strip” around the key visual – to create a protection effect from the harmful smoke in the air.

Results and Effectiveness
Vaseline captured talkability and create a buzz for this campaign as the message was clearly communicated on a billboard – the USP of the product. The campaign garnered over 10m impressions over a month period with 1.4mil unique visitors capturing target audient of over 50% of young adults.