Lux DM, Case study LIQUID SOAP ART by J. Walter Thompson Singapore

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Industry Skin Care
Media Direct marketing, Case study
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Associate Creative Director Karen Muck
Executive Creative Director Juhi Kalia
Art Director Aurelien Bigot
Editor Mark Doney, Jeremiah Marcelo
Released March 2012

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Product/Service: LUX BODY WASH
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Executive Creative Director: Juhi Kalia (JWT Singapore)
Associate Creative Director: Karen Muck (JWT Singapore)
Art Director: Aurelien Bigot (JWT Singapore)
Global Business Director: Sue Mulhall (JWT Singapore)
Global Account Director: Hinoti Joshi (JWT Singapore)
Global Account Manager: Anjali Bewtra (JWT Singapore)
Global Account Manager: Kryse Ynieto (JWT Singapore)
Traffic Manager: Ryan Wee (JWT Singapore)
Senior Project Manager: Jaslyn Choong (JWT Singapore)
Head Of Production: Gerri Hamil (JWT Singapore)
Editor: Mark Doney (Freelance)
Editor: Jeremiah Marcelo (JWT Singapore)
Media placement: Event - Raffles Hotel Singapore - 27 March 2012
Describe the brief/objective of the direct campaign.
Lux is one of the largest and oldest soap brands in the world. To revitalise the brand, the business was recently repositioned on a fine fragrance platform. The new strategy required us to stop thinking and behaving like a soap and instead push the boundaries to market the brand more like a fine fragrance product. The first impact had to be made on the global team, the endorsers, the press partners.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Collaborating with famous artists to co-create expressive, emotional, sensorially rich communication inspired by the fragrance of Lux. Fine fragrances are potent so all you need is a few drops to stir up some big emotions. In this co-creation, titled ‘Bewitch’, he made the magical mood of Lux come alive on a giant canvas with his trademark strokes using the unexpected medium of liquid soap, as a select crowd of international celebrities, the worldwide press and Unilever marketing watched in awe. The audience could watch, smell and truly feel as they experienced this multi-sensorial piece of liquid soap art.
Explain why the creative execution was relevant to the product or service.
We collaborated with famous Spanish artist, Gabriel Moreno, who created the world’s first liquid soap painting at the global launch event in front of a live audience. He was literally using the product to paint and create sensorial powerful art that evoked feelings and captured people’s imagination just like the fragrance does. The brand believes in evoking feelings and this spectacle of painting live with liquid soap did just that. It filled people with awe, wonder and the best part: like a Lux shower, the experience was multi-sensorial. The painting was actually fragrant.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The Lux liquid soap painting had an overwhelming response. The audience was captivated and quite literally bewitched as they watched Gabriel pour his inspired feelings out on the canvas. The world press from key markets such as China, India, Indonesia, Singapore, S.Africa and many others covered the event and raved about the surprising and creative expression. The painting then hit the road and was taken to be showcased in multiple markets and there is talk of eventually displaying it in a fine art gallery. We really shifted the paradigm and instead of doing the usual TV commercial selling rational soap benefits, this live art event with liquid soap elevated the brand into a more expressive emotionally rich territory.