The Brief

Client wants to their anti-wrinkle cosmetics, MIDNIGHT HYDRO INTENSE, stand out among the others as well as the anti-wrinkle cosmetics market. However,the main reason for Wrinkle arisen is the lack of moisture. More than aging, UV rays and pollution But 74% of women consider moisture and anti-wrinkle cosmetic are different. Change the awareness of consumer regarding Wrinkle care. Wrinkle care should start at 20s, not 40s. Supplying enough water can prevent wrinkle Let’s make a formula in 20s mind: “MIDNIGHT HYDRO INTENSE = Wrinkle Care = Water Supply”

Describe how the promotion developed from concept to implementation

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, winkle disappears. After the water gets dry, the ads come back to winkle face. By using the Special Ink in those place, precise message directly delivered to target. so, we desire to make a formula in 20s mind: “MIDNIGHT HYDRO INTENSE = Wrinkle Care = Water Supply

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

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.

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

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.