Results and Effectiveness

Event & PR: Headlines the following day on all news programs & TV entertainment variety programs, with clips of the event being played repeatedly for free. Highlights of the event have been video and editted into 30-sec tactical TVC to amplify the message to mass. Awareness: Brand awareness reached parity with leading brand Soffell at 63% while ad awareness quadrupled from 2% to 8%. Sales: Sales of OFF! Lotion increased by 88% in key accounts while market share nearly doubled from 7.7% in February to 14.3% in March according to the latest Retail Audit by Nielsen.

Creative Execution

A Valentine’s date with one of Thailand’s leading actors, Weerapat Supabpaiboon but only for women not afraid of spending it inside a giant glass cage filled with 5,000 swarming mosquitoes. Before entering the glass cage dubbed the “Mosquito Resto”, the winner of the lucky draw would apply OFF! lotion onto her face & body to help ward off the mosquitoes. At the end of the date, a dermatologist would re-check the couples’ skin & prove its efficacy. The event held at Royal Garden Pattaya, one of the busiest malls in Thailand was meant to introduce OFF! Lotion & dramatically demonstrate its effectiveness. As an interesting twist to Valentine’s Day, the event was picked up by the news media & became talk-of-the-town, receiving tons of free publicity for days after on TV & print.

Insights, Strategy and the Idea

Marketing & Communication Objectives To create awareness of new OFF! Lotion and demonstrate its superior efficacy To generate trial of new OFF! Lotion To increase sales of OFF! Lotion Target Audiences Primary target audience for OFF! Lotion is described as upper-middle income housewives between 20-39 years old from urban areas nationwide. This target audience has been determined by consumer research to have the highest incidence of usage of mosquito repellants. Insight Housewives are habit bound. They need convincing. The best way to convince is to try out the product.