CLEAN SKIN CLEAR SCREEN by UM for Clean & Clear

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CLEAN SKIN CLEAR SCREEN

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Industry Skin Care
Media Promo & PR, Case study
Market Malaysia
Agency UM
Released July 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: JOHNSON & JOHNSON
Product/Service: SKINCARE PRODUCT
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: UM MALAYSIA, Petaling Jaya, MALAYSIA
Chief Executive Officer: Prashant Kumar
General Manager: Chew Kagee
Associate Director: Chai Yen Yen
Senior Planner: Yvonne Lau Li Chien
Senior Buyer: Farriz Yousof
Brand Manager: Ashley Koay (Johnson & Johnson)
Media placement: Magazine - 2 Insertions - Insert & Premium - 01/07/2009

Results and Effectiveness
The mobile screen-wipers were seeded to some 95,000 teens, creating talkability amongst their friends as they hung from their mobile phones. In a very competitive teen skincare category, Clean & Clear maintained its No. 1 position and even managed to increase 8% in terms of Year-On-Year market share growth.

Creative Execution
We inserted these mobile screen-wipers into leading teen beauty magazines. These screen wipers were shaped to look like the sponge icon (similar to the advertisements, representing the new formula that works like thousands of tiny sponges which absorbed oil and dirt). We also included information to showcase the product benefits, a fun personality test which teens enjoy doing and a cut-out timetable which they could fill-up their daily schedule with. All these were printed on a hard-card which protruded out of the magazine so that we stood out from the sea of ads in these magazines. The mobile screen-wipers were attached to the protruded part of the hard-card.

Insights, Strategy & the Idea
Oily skin is a key concern amongst teens. In a very competitive category, we had to bring alive the Clean&Clear ‘Round the clock Oil-Free’ proposition in a way that stood out and which teens could connect with. We found that 76% of our target audience own mobile phones. They adore and love to accessorise them. It was the perfect medium for us to communicate “Round the clock Oil-Free skin”. Each time their skin left oily smudges on their mobile screens, it served as a constant reminder throughout the day that they have oily skin till the time they did something about it. With this in mind, we created fashionable mobile screen-wipers to let teens experience the efficacy of using Clean&Clear Oil Control Cleanser.