PLAZA by Ogilvy & Mather Bangkok for KMA

PLAZA

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Industry Makeup
Media Design & Branding
Market Thailand
Agency Ogilvy & Mather Bangkok
Creative Director Torpun Lersin
Art Director Wisit Lumsiricharoenchoke, Nopadol Srikieatikajohn, Gumpon Laksanajinda, Virayut K.
Copywriter Nopparat Wattanawaraporn, Kris Garford Spindler
Released November 2009

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: OCC PUBLIC COMPANY
Product/Service: KMA MASCARA
Agency: OGILVY & MATHER
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: OGILVY & MATHER, Bangkok, THAILAND
Executive Creative Director: Wisit (Lumsiricharoenchoke)
Executive Creative Director: Nopadol (Srikieatikajohn)
Creative Director: Torpun (Lersin)
Copywriter: Nopparat (Wattanawaraporn)
Copywriter: Kris Garford (Spindler)
Art Director: Wisit (Lumsiricharoenchoke)
Art Director: Nopadol (Srikieatikajohn)
Art Director: Gumpon (Laksanajinda)
Art Director: Virayut (Khunvithayapaisal)
Agency Producer: Paiboon (Suwansangroj)
Agency Producer: Sushada (Sudchaidee)
Photographer: Pittaya (Nontapaoraya : Kakeehnung)
Illustrator: Surachai (Puthikulangkura : Illusion)
Image Composer: Surachai (Puthikulangkura : Illusion)
Media placement: Postcard - In Store - 1 December 2009 - Present

Describe the challenges and key objectives
Because KMA is a small brand, the team was tasked with finding an eye-catching solution within the constraints of a limited budget. The advertisement had to speak to the target audience and provide real insight into the product’s selling point.

Describe the brief from the client
KMA wanted to promote their latest product called KMA Full Lash Mascara. The target audience is trendy, young professional women who desire to be noticed for their beauty.

Describe how you arrived at the final design
The team decided on the postcard format for convenience in distribution to the target audience. The postcard uses diecutting techniques to make the woman who applied KMA mascara to her eyelashes literally ‘pop’ and stand-out from the crowd.

Give some indication of how successful the outcome was in the market
A flood of people requested samples from KMA while the cosmetics section of major departmentstores were inundated with inquiries about the product. In an unbelievably short time, Full Lash Mascara became KMA’s best selling item.