| Title | REFLECTION |
| Brand | O.P. NATURAL PRODUCTS CO. |
| Product / Service | ORIENTAL PRINCESS |
| Category | A05. Best Use of Digital Media in a Direct Campaign |
| Entrant | JWT BANGKOK, THAILAND |
| Entrant Company | JWT BANGKOK, THAILAND |
| Advertising Agency | JWT BANGKOK, THAILAND |
| Name | Company | Position |
|---|---|---|
| Apaiporn Srisook | O.p. Natural Products | Marketing Director |
| Pasana Intratip | O.p. Natural Products | Chief Executive Officer |
| Devise Media | Devise Media | Editing House |
| Rawat Vorarat | The Film Factory Thailand | Executive Producer |
| Chankij Chamnivikaipong | The Film Factory Thailand | Cinematographer |
| Wuthisak Anarnkaporn | The Film Factory Thailand | Film Director |
| Pimmard Leenutaphong | Jwt Bangkok | Account Supervisor |
| Supannapa Traitonwong | Jwt Bangkok | Account Manager |
| Saisoi Snidvongs/Chatree Chokmongkolsatian | Jwt Bangkok/Jwt Connect | Planners |
| Cholatit Wetchasilp | Jwt Connect | Multimedia Developer |
| Ronnatouch Pomee | Jwt Connect | Digital Technology |
| Ekalak Vorranartpankul/Asunit Larpchaloen | Jwt Connect | Interactive Designers |
| Jiroj Mechoojit | Jwt Bangkok | Agency Producer |
| Tay Guan Hin/Satit Jantawiwat/Damisa Ongsiriwattana/Nopparath Eksuwancharoen | Jwt Bangkok | Art Directors |
| Clinton Manson/Warunpon Trithepwijit | Jwt Bangkok | Copywriters |
| Damisa Ongsiriwattana | Jwt Bangkok | Creative Director |
| Tay Guan Hin/Satit Jantawiwat/Clinton Manson | Jwt Bangkok | Executive Creative Directors |
STRATEGY To excite the cosmetic category, Oriental Princess - a leading beauty retail brand creates a make-up colours collection that communicates differently to women. We did this by 1) projecting women's 'dark side' personality among the normal genre of beauty product advertising which is usually all positive, bright and cheerful. And also by 2) letting women get involved in the collection with an engaging story rather than just product trial.
CREATIVE EXECUTION The campaign draws attention with a trailer-link TVC to promote audiences to follow the 4 episodes in the website. Audiences can help cracking the case to unlock all the episodes by learning about the products and how to get each look. All evidence they found during this case will be calculated to points and added up to reward them with a mysterious gift at the shop.
CREATIVE SOLUTION TO THE BRIEF/OBJECTIVE The Mysterious Case of REFLECTION We turned make up products into an engaging & interactive campaign. The main story is an unsolved murder case in a closed crime scene; the clue is "REFLECTION' cosmetics left as evidence which belongs to 6 suspects; 6 gorgeous ladies representing 6 variants of the collection.
RESULTS After only one week, the campaign has become a hot topic. It was picked up by the national Thai media publications, influence beauty bloggers, reached over 250,000 participations in the website. The campaign also becomes a major topic in conversation in all social networks. This resulted in a 40% increase in sales over 2 months even in the low season of the cosmetic market. Setting a record sales growth in the cosmetic industry in Thailand.