WANNA BE FAMOUS by OMD Mumbai for Clean & Clear

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WANNA BE FAMOUS

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Industry Skin Care
Media Promo & PR, Case study
Market India
Agency OMD Mumbai
Creative Director Hanoz Mogrelia
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Advertiser: J&J INDA
Product/Service: SKIN CARE
Date of First Appearance: Aug 6 2010
Entrant Company: OMD INDIA, Mumbai , INDIA
Media Director: Sanchita Roy (OMD India)
Associate Business Director: Ajay Varghese (OMD India)
Media Manager: Nilashree Mali (OMD India)
Group Head Digital: Khushboo Maheswari (OMD India)
Media Director (Operations): Koshy Chacko (OMD India)
Senior Product Manager: Ajay Grover (J&J India)
Senior Officer: Raunak Shah (Times Of India)
Vice President: Ashish Marwah (DDB India)
Creative Director: Hanoz Mogrelia (DDB India)
Media placement: PRINT ADS - TIMES OF INDIA - 6 AUGUST 2010
Media placement: RADIO SPOTS - RADIO MIRCHI - 7 AUGUST 2010
Media placement: TV SPOTS - ZOOM TV, STAR PLUS, MTV, COLOURS, DISNEY, STAR ONE, CHANNEL V, STAR WORLD ETC - 7 AUGUST 2010
Media placement: PR - TIMES OF INDIA, FEMINA, MAHARASTRA TIMES, NAVBHARAT TIMES - 6 AUGUST 2010
Media placement: ITIMES - ITIMES WEBSITE - 7 AUGUST 2010
Media placement: SMS - 58888 - 7 AUGUST 2010

Insights, Strategy & the Idea

Establish a strong connection with teens and increase equity on being a “teen skin care expert” in a cluttered skincare category.

Key objectives:

a. Increase in TOM, spontaneous awareness and consideration.

b. Improve confidence and Teen Skin Care Expertise scores.

A study of 'a day in the life’ of teenagers revealed that she spends 14 hours away from home. College is where they bond, let their guard down and connect with peers.

The core youth insight was “I want to be famous”.

We built on this insight and created one of the biggest youth engagement programs ever in India - “Clean & Clear Times Fresh Face 2010” in partnership with the Times of India group.

A chance to become famous, and be the next face of the Clean & Clear TVC.

The talent hunt program reached out to 150 colleges across 7 cities, giving every college-going teenager a chance to live their dream of becoming famous.

Creative Execution
The event was given the treatment of a big budget blockbuster. The contest was built on the core brand promise of “confidence”.

The brand values were brought alive through multiple sub-initiatives:

• Specially created “Best Friend Moment” sections published in TOI each day which captured many facets of friendship between two best friends.

• Special online property called ‘Confidence Meter’ initiated to test the confidence of contestants across various rounds. The Confidence Meter was linked onto Facebook so that non contesting teens could also take the test.

A 360 degree communication package ensured that consumers were engaged at multiple touch points across all TOI media assets of TV, Print, Radio, Social Media and Internet.

The program was made even bigger by building in interactivity and virally through friends and family voting for contestants, activation in malls via games, contests and sampling.

The event culminated in a grand finale in Mumbai.

Results and Effectiveness
Earned media worth 3.5 million USD.

The activation reach, buzz and viral was tremendous:

- An audience of over 10 million reached.
- 3.9 million people interacted with brand online.
- 3.6 million people touched through SMS campaign.
- 3.1 million votes polled to select the favorites among the contestants.
- 12,000 entries received from aspiring teens to be the face of Clean & Clear.

Bull’s eye impact on key brand attributes and sales:

- 85% increase in TOM awareness.
- 118% increase in brand consideration.
- 43% increase in “teen skin care expert” scores.
- 18% increase in “confidence” scores.

C&C market share increased from 7.7% to 9.0% post campaign.