Eudora Print MIRROR MIRROR by Santa Clara

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MIRROR MIRROR

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Industry Cosmetics & beauty products
Media Print, Magazine & Newspaper
Market Brazil
Agency Santa Clara
Creative Director Fernando Campos, Serginho Lobo, Valdir Bianchi
Creative Carlos Paboudjian, Leo Avila E Caio Lekecinskas, Janaína Luna, Mariana Coelho
Released October 2011

Credits & Description

Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: EUDORA
Product/Service: NEO ETAGE
Agency: SANTA CLARA
Creative: Serginho Lobo (Santa Clara)
Creative: Caio Lekecinskas (Santa Clara)
Creative: Mariana Coelho (Santa Clara)
Creative: Carlos Paboudjian (Santa Clara)
Creative: Janaína Luna (Santa Clara)
Creative Director: Fernando Campos (Santa Clara)
Creative Director: Serginho Lobo (Santa Clara)
Production: Renato Frey (Santa Clara)
Production: Larissa Gonçalves (Santa Clara)
Production Of RTV: Regina Knapp (Santa Clara)
Production Of RTV: Thieny Prates (Santa Clara)
Planning: Larissa Berbare (Santa Clara)
Planning: Ulisses Zamboni (Santa Clara)
Treatment: Janaina Luna (Santa Clara)
Treatment: Gisela Hirai (Santa Clara)
Production/Film: - (Adorni Filmes)
Production/Film: Paulo Adorni (Adorni Filmes)
Media placement: Experiment - Online - 10/6/11

Describe the objective of the promotion.
The objective was to launch Neo Etage, a new anti-ageing cosmetic. The target audience was drawn from new customers and the strategy of the campaign consisted of showing the efficacy of the product, testing it on real women.

Describe how the promotion developed from concept to implementation.
We created Mirror Mirror. A blind test, but in a different way: broadcast throughout Brazil for 21 days, uncensored.
We invited 30 women to test Neo Etage, without telling them the brand name. Each one of them received a mirror at home. A magic mirror. Inside of it there was a computer and a camera. Every morning, the mirror would ask a question. The answers were sent directly to a hotsite, where everybody could follow the experience, completely uncensored: sharing their experience about the new line and opening up a little about their lives.

Explain why the method of promotion was most relevant to the product or service.
We found a good way to show the effectiveness to the consumers -real women- in a closer and different way than a traditional blind test. Showing the new consumers in a truthful way to prove that Neo Etage really works.

Describe the success of the promotion with both client and consumer including some quantifiable results.
On the following day of the campaign, the blind test campaign was featured on the main websites of the segment. And the 30 women became celebrities sought by the media and people who wanted to learn more about the experience.