Lux: Name Card by J. Walter Thompson Singapore for Lux

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Lux: Name Card

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Industry Hygiene & Personal Care Products, Soaps
Media Print, Magazine & Newspaper
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 David Haefflinger
Released September 2012

Credits & Description

Category: Internal Communications
Advertiser: UNILEVER ASIA
Product/Service: LUX SOAP
Agency: JWT/XM SINGAPORE
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: David Haefflinger (JWT Singapore)
Global Business Director: Sue Mulhall (JWT Singapore)
Global Account Director: Hinoti Joshi (JWT Singapore)
Global Account Manager: Varsha Aggarwala (JWT Singapore)
Traffic Manager: Ryan Wee (JWT Singapore)
Senior Project Manager: Jaslyn Choong (JWT Singapore)
Media placement: Business Cards - Unilever Global Management Team - 15 March 2012

Summary of the Campaign
Lux is one of the largest soap brands in the world. When new management took over, the client wanted to reposition themselves: no longer a soap with fragrance but a fine fragrance that washes. This huge shift towards fine fragrance had to start at home. We wanted to evolve the FMCG mindset of every member of the marketing team and get them to embrace and live the new positioning.

Lux soaps are now made with the world’s finest fragrances.

To launch this idea, we invited the top management of the Lux global team to a fragrance workshop. A leading nose (fine fragrance expert) from Givaudan, a world famous fragrance house and creators of some of the best selling perfumes ever, showed them how to compose their own bespoke fragrance with a base, heart and top note of their choice.

Every fragrance embodied the inimitable allure and own unique personality of its creator.

Business cards that look like fragrance swatches were then printed with their self-designed, one-of-a-kind fragrances.

The Situation
Lux is a brand that is over 70 years old. It is incredibly hard to change a corporate culture and the business approach of an entire team especially within a huge organisation like Unilever.

Before any external PR we had to get buy in and traction for the new vision and mission internally within the organisation.

The Goal
We had to get the entire management team in the global system to experience the world of fine fragrances and perfume experts. We had to make it personal and make sure this change in values was not buried in a Power-Point presentation. How could it be something they got genuinely excited about and could we even give them a reminder they carried with them everyday.

The Strategy
To answer this brief, we timed this idea with the annual global management meeting. When the top marketing managers from all the key markets were in town. We worked closely with one of the world’s leading fragrance houses who specialise in creating fine fragrances. And then planned to host an interactive session – a fragrance workshop.

A leading nose (fine fragrance expert) from Givaudan, creators of some of the best selling perfumes ever, conducted a crash course in fragrance designing and showed them how to compose their own bespoke fragrance with a base, heart and top note of their choice.

Every fragrance embodied the inimitable allure and own unique personality of its creator.

Business cards that look like fragrance sticks were then printed with their self-designed, one of a kind fragrances.

Execution
This fragrance workshop was held at the Unilever headquarters in Singapore. There was full attendance from all key markets including China, India, Indonesia, Brazil, S.Africa. The Lux Global Vice President opened the session. Senior executives and leading perfume experts from Givaudan then led the participants through the basics and allowed them to experiment with multiple fragrance notes and essences, by trial and error, choosing proportions and different permutations and ratios to engage, interact and enjoy the experience.

Culminating in each person designing their own unique fragrance. This self-created scent became their signature and name cards that looked like fragrance swatches were then printed using each person’s signature scent to serve as a daily reminder that Lux was now a fine fragrance brand.

Documented Results
They say sometimes, a small change can make a big difference. We had a great response. The client was thrilled with the chatter and excitement the simple idea created within the organisation. Senior management teams from across the global system enjoyed the novelty and the participation of ‘composing’ their own fragrances and the name cards gave them personal pride and a sense of unique identity within this new culture, which they have since embraced across all the markets.