RADIANT GLOW DM

Short List
ClientWATSON'S
ProductFACE WHITENING CREAM
EntrantDDB GROUP HONG KONG, HONG KONG
Type of EntryUse of Direct
CategoryA01. Mailings
TitleRADIANT GLOW DM
Product/ServiceFACE WHITENING CREAM
Entrant Company:DDB GROUP HONG KONG, HONG KONG
DM/Advertising Agency:DDB GROUP HONG KONG, HONG KONG

The Brief

Our brief was to promote the ‘Naturals’ range of face whitening creams by Watsons – and increase the number of trial users. However, how do you promote a generic product in an already saturated market?

Creative Execution

To be effective, you firstly need to demonstrate the benefit of the product, which in this case, is radiant glowing skin. This is the key to helping our consumers stand out. So to demonstrate the effectiveness of our face whitening cream, our communication had to do the same i.e. stand out. Secondly, Watsons is a relatively small player in the market. And due to their limited budget, we convinced them to divert their budget towards an innovative mailer. The DM was easy to produce and extremely cost-efficient. Due to its surprise value, and the ease with which customers could obtain a free sample, it resonated instantly with their customers.

Describe the creative solution to the brief/objective.

We took a high-powered L.E.D. bulb and built it into a simple low-cost mailer. These ‘glowing’ mailers would be switched on at the time of delivery, and would literally stand out by emitting a radiant glow from every letterbox. Recipients were then encouraged to visit any Watson beauty outlet for a free sample and consultation to see how this radiant glow could be applied to their skin.

Results

Following the campaign launch in Hong Kong, over 5,000 recipients responded with visits for a free sample and consultation. At the end of the free-trial period, almost 30% of the first set of recipients went on to buy the product - the highest conversion rate in the product's history.

Credits

Name Company Position
Jeffry Gamble DDB Group Hong Kong Executive Creative Director
Dennis Ou DDB Group Hong Kong Creative Director
Chris Yung DDB Group Hong Kong Senior Art Director
Paul Chan DDB Group Hong Kong Copywriter
Conrad Ng DDB Group Hong Kong General Manager