The Brief

Fa's global proposition is 'Feel Fantastic' and local communication propagates the power of a hug. The objective was to increase sales by activating the local positioning. The target audience was drawn in two ways. By providing a post purchase incentive to existing customers, as well as inducing new customers by first giving them an incentive to purchase. The strategy was to walk the talk - make women actually feel fantastic by getting a hug from one another.

Creative Execution

A deodorant eliminates body odor, freeing women of their inhibitions. As a deodorant brand, Fa propagates hugs as an expression of feeling fantastic. With Fa HugMail, we endeavored to not only lift the initial barrier to hugs (by inducing women to purchase Fa deodorants) but also going on to lift barriers like time and distance by enabling the women to send hugs to each other, wherever they may be. A hug they could hold, touch and feel. For the first time in India, hugs could be sent across as easily as ordering flowers or chocolates.

Describe the creative solution to the brief/objective.

Fa believes in the power of a hug. We found a way to make women hug more and in the process increase sales by defining a new product distribution system. Fa Hugmail. India's first national courier service for hugs. A free delivery system that enabled women to send hugs to each other by buying a Fa deodorant. A team of women from Fa went and hugged the intended recipients at their doorstep. Each recipient was then offered a chance to send a hug to someone else by buying a Fa deodorant, starting a domino effect of purchases and hugs.

Results

From the responses at the touchpoints, the promotional activity created resonance for the brand. By creating a unique buying experience, we delivered the brand's point of view in a meaningful way that translated into 4.56% of annual sales in a week. A week that also saw 2313 hugs being delivered to an equal number of pleasantly surprised women.