LACTACYD VAGINA JOURNEY by Publicis Bangkok for Sanofi Aventis

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LACTACYD VAGINA JOURNEY

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Industry Feminine Hygiene
Media Promo & PR, Case study
Market Thailand
Agency Publicis Bangkok
Executive Creative Director Kitti Chaiyaporn
Creative Director Peerapat Peeraman
Art Director Dacha Ramjan, Apichai Inthusingh
Copywriter Chalit Manuyakorn
Released May 2009

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: SANOFI-AVENTIS THAILAND
Product/Service: FEMININE CARE PRODUCTS
Agency: PUBLICIS THAILAND
Date of First Appearance: May 9 2009 12:00AM
Entrant Company: PUBLICIS THAILAND, Bangkok, THAILAND
Executive Creative Director: Kitti Chaiyaporn (Publicis Thailand)
Chief Creative Officer: Calvin Soh (Publicis Singapore)
Creative Director: Peerapat Peeraman (Publicis Thailand)
Copywriter: Chalit Manuyakorn (Publicis Thailand)
Art Director: Apichai Inthusingh/Dacha Ramjan (Publicis Thailand)
Managing Director: Pongsak Sanitwongse Na Ayudhaya (Publicis Thailand)
Brand Director: Pornthipa Tunthagadh (Publicis Thailand)
Production Manager: Wira Suwansilp (Publicis Thailand)
Media placement: Special Event - City central area, high density traffic - 09/05/2009

Results and Effectiveness
The departure date for the Vagina Journey saw thousands of female participants. Through this activation, they started to pay more attention to their intimate parts. Hundreds of schools requested for the animation video and discussions among Thai women, as well as with medical experts took place throughout cyberspace. As the Thai female population acquired more knowledge on the issue, there was an increased desire to take better care of their intimate areas. Above all, the contagious idea created new conversations and the need for Lactacyd at the same time. Sales increased 20%.

Creative Execution
We started the conversation with a controversial question, “Have you ever been to your own vagina?” This led to a spaceship simulator that took Thai females on a real journey to the most intimate area on their bodies. On the journey, they learned more about the female genital—its functions, acidity levels and why they require special attention and care. The animation video of the Vagina Journey was given to colleges, which could be downloaded to students’ mobile phones.

Insights, Strategy & the Idea
When it comes to intimate parts of the body, there is a common lack of knowledge among the female Thai population as the subject is taboo, even in schools. As a result, most females do not feel the need to take proper and extra care of their intimate area, moreover to use Lactacyd.