MAGIC SHOWER ROOMS

TitleMAGIC SHOWER ROOMS
BrandUNILEVER SINGAPORE
Product / ServiceMAGIC SPELL SOAP
CategoryA01. Event & Field Marketing
EntrantJWT SINGAPORE, SINGAPORE
Entrant Company:JWT SINGAPORE, SINGAPORE
Sales Promotion/Advertising Agency:JWT SINGAPORE, SINGAPORE

Credits

Name Company Position
Tay Guan Hin Jwt Singapore Regional Executive Creative Director
Juhi Kalia Jwt Singapore Executive Creative Director
Karen Muck Jwt Singapore Associate Creative Director
David Haefflinger Jwt Singapore Art Director
Sue Mulhall Jwt Singapore Global Business Director
Hinoti Joshi Jwt Singapore Global Account Director
Anjali Bewtra Jwt Singapore Associate Account Director
Kryse Ynieto Jwt Singapore Account Manager
Ryan Wee Jwt Singapore Senior Traffic Executive
Jaslyn Choong Jwt Singapore Senior Project Manager
Gerri Hamil Jwt Singapore Head Of Production
Bettina Feng Jwt Singapore Producer
Jeremiah Marcelo Jwt Singapore Editor

The Brief

We wanted more people (potentially new users) to sample the product and have an unforgettable, magical experience they would talk about. The product has the fine fragrance of rare orchids that literally blooms in the shower. How could we get people to experience the fragrance and its magical effects in a shower?

Describe how the promotion developed from concept to implementation

Fragrances evoke feelings and a mood that transports you to a different world. But magic is something you feel. We didn’t want to tell consumers about it, we wanted them to feel the sensations of sight, scent, colour through an unforgettable experience. In ladies’ shower rooms across spas, clubs and gyms we sampled bottles of Lux Magic Spell. The walls and floors of all these shower rooms were covered with stickers made using special hydrochromic ink. Upon contact with water, the white ink disappeared to magically reveal beautiful trails of orchids.

Describe the success of the promotion with both client and consumer including some quantifiable results

In shower rooms across the country, consumers got to ‘feel the magic’ of showering with Lux Magic Spell firsthand, through a product experience they would never forget. Ordinary white shower rooms surprised consumers as they transformed right before their eyes to a magical world of Lux orchids. When dry, the ink turned white again, leaving the shower rooms ready to surprise the next visitor. Resulting in hundreds of powerful, personal, positive consumer experiences. The Lux fine fragrance range saw a rise in store pickup after the promotion ran.

Explain why the method of promotion was most relevant to the product or service

We were catching consumers by surprise in the most relevant perfect place – the shower. It was the ideal way to experience the product and its fragrance out of store, and the surprising stickers worked as soon as every shower was turned on. The hydrochromic ink was a perfect fit for magic that had to happen in the shower. This allowed us reinforce the magical feeling in a powerful, surprising way in a cubicle they were guaranteed to be spending at lest 15 min in.