The Campaign

The entire campaign is based on the principle of “seeing is believing”. The idea was to bring awareness about the misconception that one’s skin is protected from harsh elements as most women were vastly unaware of the skin damage that pollution can cause. Ponds launched an omnibus brand campaign on a national level on TV and online to boost brand awareness and educate market about protection of Ponds from harsh elements. This was complemented by a very specific hard-hitting efforts on mobile and OOH that highlighted commute-specific messaging. While the target audience was well aware of the pollution during commuting on bus or motorcycle/ojek, a mass transportation such train is seen by many as pollution free.

Creative Execution

The TV and digital video executions utilized generic Ponds’ Pure White material, reinforcing the brand message across the nation. While mobile and OOH ad units focused on the key elements of commuting and pollution: most relevant media to the commuter. Campaign which runs January-March 2017 is based on the principles of “seeing is believing” and “context is everything” and utilized a powerful combination of location-targeted mobile technology and relevant outdoor media to communicate to Indonesian women. A mobile ad unit that hit them right at the train stations encouraged women to unveil the pollution that they expose their faces to. Female audiences were hit by a mobile ad that invited them to take a photo of designated Pond’s posters at strategically chosen train stations as well as inside the train carriages exclusively for females. And Stations were selected based on target audience traffic and high pollution index.

Reach vs Total Target Audience by medium: • 62% -TV • 7% - Online video • 8%- Mobile Richmedia • 5% - OOH More than 12 million women were reached by the mobile campaign, 8% over target. The campaign directly contributed to Pond’s business growth of 5%, over and beyond the brand’s aim to simply maintain it’s current market share but gain 20 basis points in a very competitive sector without launching any innovation or promotion. The aim of making the benefits of Pond’s Pure White more relevant to the target audience was achieved by utilizing the powerful combination of audience insight, engaging mobile creative, and precise location targeting.

Pond’s is facing challenging business in Indonesia, it is very important for the brand to ensure innovative and effective use of media to break through the clutter and attract customers. Unlike ordinary campaign, Pond’s tally consumer insight, daily media habit, at the right time and right moment to deliver product superiority and convince customer about the product.

Insights, Strategy and the Idea

The campaign targeted Indonesian women 18 to 25 years old that travelled to and from Jakarta from neighbouring cities daily to get to work or university. More than 8 million females travel to work from satellite cities connected to Jakarta. Most of these females are not aware of that their environment can cause skin problems. Those who are aware, however, assume that any kind of facial wash can protect them. Our strategy was to bring awareness to this misconception during the moment of truth, while commuting by train, to be more contextual and aim for better awareness. Pond’s utilized location-based mobile technology to hit the target audiences during this time.Pond's discovered that the best way to reach its female target audience during their commute time was through mobile and outdoor. Ponds message of 'You are exposing your skin to danger from pollution’ combined these 2 factors for the first time.