LANCÔME UV DETECTOR

TitleLANCÔME UV DETECTOR
BrandLANCÔME
Product / ServiceLANCÔME UV EXPERT
CategoryA02. Mobile Applications and other Downloadable Tools
EntrantISOBAR THAILAND Bangkok, THAILAND
Entrant Company:ISOBAR THAILAND Bangkok, THAILAND
Advertising Agency:ISOBAR THAILAND Bangkok, THAILAND

Credits

Name Company Position
Amares Chumsai Na Ayudhya Isobar Thailand Managing Director
Thanyathorn Chatlaong Isobar Thailand Group Head Manager
Thannapat Siriwitchayawong Isobar Thailand Digital Media Director
Navaporn Vanichvarakij Isobar Thailand Account Executive
Sukanya Triviriyakijja Isobar Thailand Account Executive
Arthur C Hlp Board Of Directors
Tritraporn P Hlp Account Executive

Brief Explanation

Lancôme wanted to re-push UV Expert sunscreen range during the summer for its peak season by creating a new communication angle to penetrate into the younger consumer base. By educating differences between UVA and UVB, we wanted consumers to recall the expertness of the brand but to execute it without preaching to them. This campaign had to have a consumer-centric approach that ultimately influenced purchase intent. After the research and social listening sessions, we found out that not many people are aware of UVA & UVB, or how harmful they're to their skin if exposed to it for too long in direct sun light. Of the research we carried out only a few people could explain their differences. As ma result we believed that the best way to educate consumers is to let them experience it for themselves. We also believe in adding value with combination of data and creativity. We then looked into the pool of data and we found a location-based & real-time UV index provided by a government agency. No one really cares about it but this is a perfect match to our idea. The iPhone platform is chosen as it is the right device to reach our high profile consumers. The UV Detector application will detect current location of the user with GPS positioning and request for the UV index from the data source which is then interpreted into informative graphics. Based on their location, consumers will be able to see real-time information of the UV index with an easy-to-understand explanations of how UVA & UVB can be harmful to their skin. There is also an alarm function to prevent them from exposing too long to direct sunlight and a few self-assessment questions to ask for an advice from an expert in order to get the right product for different needs. The results are quite pleasing. The UV Detector application got rating of 4+ from the iTunes Store. It has been downloaded 7,826 times in 3 months and reached 11,849 times to date. People have blogged, shared and commented about it where we gained US$ 20,000 worth of earned media and 5 times ROI.

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