THE POWER OF WATER

Bronze Spike

Case Film

Presentation Board

TitleTHE POWER OF WATER
ClientSOMANG COSMETICS
Product / ServiceONL MIDNIGHT HYDRO INTENSE
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantINNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Entrant Company INNOCEAN WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency INNOCEAN WORLDWIDE Seoul, SOUTH KOREA

Results and Effectiveness

By this campaign, average sales increased from 27 to 164, which recorded 607% increase. The number of visitors also increased from 402 to 920, which showed 228% increase. With use of SNS, customers post about the miraculous change shown on the advertisement of sink, so the awareness goes up. Like this, MIDNIGHT HYDRO INTENSE is now being regarded as a competent Wrinkle Moisture Line in people's minds.

Creative Execution

Our target was women in 20s. To impress that wrinkle care should starts at 20s not 40s, media place was chosen where 20s women gathered. As research result, the most place where the target gathered is women’s restroom and cosmetic store near the universities. In those places, where water is all around, the advertisement installed. The campaign tried to tell the importance of water. To visualize the creative, which skin condition reacts the water, we tried to advertisement actually reacts the water. Special Ink that reacts the water has been found by media team and creative team. The Ink was suitable to visualize the creative in selected place. By using the Special Ink in those place, precise message directly delivered to target.

Insights, Strategy and the Idea

Insights Korean women are sensitive to skin wrinkles. Wrinkles arise due to various reasons, including aging, UV rays, and most of all, lack of moisture is the basic reason of wrinkles. However, 74% are thinking that moisture cosmetics and anti-wrinkle cosmetics are different. Strategy What If one moisture cream could replace expensive anti-wrinkle cosmetics...? Change the person’s mindset from wrinkle care starts in their 40s to wrinkle care should starts in their 20s. MIDNIGHT HYDRO INTENSE was born with a new solution for 20s wrinkle problems. By supplying enough water, wrinkle problem can be prevented. Idea Special advertisement was installed on the board of hand washing stands in stores and restrooms in universities, where targeted people are gathered. When people try to wash their face and hands, because of the special ink, water touches the ads, wrinkle disappears. After the water gets dry, the ads come back to wrinkle face.

Credits

Name Company Position
Bumsoo Kim Orangeclock Producer
Yohan Shim Innocean Worldwide Account Executive
Sun-Jung Min Innocean Worldwide Account Executive
Cindy Cho Innocean Worldwide Account Executive
Jaehee Jang Innocean Worldwide Art Director
Chaeseung Lee Innocean Worldwide Copywriter
Hyunjoo Kim Innocean Worldwide Art Director
Hyun Kim Innocean Worldwide Copywriter
Hyunduk Yoo Innocean Worldwide Art Director
Sangsu Jeong Innocean Worldwide Creative Director