Garnier DM GUYS LISTEN UP by Publicis Singapore

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GUYS LISTEN UP

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Industry Skin Care
Media Direct marketing
Market Singapore
Agency Publicis Singapore
Director Cassandra See
Executive Creative Director Ajay Thrivikraman
Creative Director Alex Lim
Art Director Goh Jia Ying
Copywriter Ho Pei Ling
Producer Sun Ren Jie, Terence Chan
Released February 2011

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: GARNIER
Product/Service: SKINCARE
Agency: PUBLICIS SINGAPORE
Date of First Appearance: Feb 22 2011
Entrant Company: PUBLICIS SINGAPORE, SINGAPORE
Entry URL: http://www.guyslistenup.com.sg
Creative Director: Alex Lim Thye Aun (Publicis Singapore)
Art Director: Goh Jia Ying (Publicis Singapore)
Copywriter: Ho Pei Ling (Publicis Singapore)
Web/Flash Developer: Ken Goh (Publicis Modem)
Web Programmer: Lee Yee Tien (Publicis Modem)
Senior Account Manager: Christabel Fernandes (Publicis Singapore)
Senior Account Executive: Stephanie Ko (Publicis Singapore)
Chief Creative Officer: Calvin Soh (Publicis Singapore)
Executive Creative Director: Ajay Thrivikraman (Publicis Singapore)
Executive Producer: Annie Ang (Publicis Singapore)
Chief Technology Officer: Satish Parmidimarthi (Publicis Modem)
Director: Cassandra See (Reel Loco Productions)
Producer: Sun Ren Jie (Reel Loco Productions)
Music Composer: Mark Baptist
Producer: Terence Chan (AMX Audiophiles)
Media placement: Website - Clicknetwork TV - 22 February 2011

Describe the brief/objective of the direct campaign.
A lot of men in Singapore still use soap and water to wash their face. Garnier Men wanted to reach out to these potential customers, and at the same time, get a younger generation of men to start using proper skincare sooner. The challenge is getting them to listen, because most men think skincare is sissy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We turned to one group whose opinions matter to men: the ladies. To start the conversation, we seeded a viral breakup video that got men to discuss what women want and talk about their skin for the first time. These conversations drove traffic to our interactive campaign site and music video, which urged guys to “listen up” and use skincare. Females can also customise the video according to different pet peeves or with original lyrics, and send it to a guy, who can rebut too. The interaction resulted in entertaining co-created videos that people can share and comment on Facebook.

Explain why the creative execution was relevant to the product or service.
We wanted to reach out to young men, so the best way to get their attention is through the ladies. We posted banners on youth sites, forums and FaceBook directing the target audience to the video. The viral video provoked frank conversations about men’s skincare to take place for the first time. This allowed the brand to participate through an original music video from a girl’s point of view about a guy’s oily face or the things men do that annoy her. It’s fun, engaging and gets the point across. The site’s interactivity allowed females to customise a targeted video, and get a response reflected on Facebook, which further amplifies our skincare message among the demographic.

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.
In just one week, our viral video was viewed more than 200,000 times on YouTube and on Singapore’s top forums, with more than 20 threads on men’s skincare started during the campaign period. Our music video was viewed 22,948 times in 7 days -- 49% higher than the average brand video. Thousands of votes were casted for our co-created videos. Although the campaign was conceived at just 10% of traditional ATL budget -- we not only saw a 600% increase in brand awareness and interaction, sales grew 630.86% in the first week. That’s how we got guys to listen up!