THE CANVAS OF IMAGINARY by J. Walter Thompson Bangkok for O.p. Natural Products

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THE CANVAS OF IMAGINARY

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Industry Perfumes
Media Promo & PR
Market Thailand
Agency J. Walter Thompson Bangkok
Associate Creative Director Torsak Chuenprapar
Executive Creative Director Satit Jantawiwat
Copywriter Kanit Mingmuang
Released December 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: O.P. NATURAL PRODUCT
Product/Service: FRAGRANCE
Agency: JWT BANGKOK
Date of First Appearance: Dec 17 2010
Entrant Company: JWT BANGKOK, THAILAND
Chief Creative Officer: Pinit Chantaprateep (JWT Bangkok)
Executive Creative Director: Satit Jantawiwat (JWT Bangkok)
Senior Graphic Designer: Teerawut Palanchun (JWT Bangkok)
Graphic Designer: Ananya Suraphanmetrekorn (JWT Bangkok)
Associate Creative Director: Torsak Chuenprapar (JWT Bangkok)
Copywriter: Kanit Mingmuang (JWT Bangkok)
Agency Producer: Nongluck Rattanapong (JWT Bangkok)
Communication Planning Director: Pin Nakarabundit (JWT Bangkok)
Media placement: Stickers - Oriental Princess Shops All Over County - 17th December 2011

Describe the objective of the promotion.
Fragrance has been associated with women for a long time, however, is it possible if a scent can be created into an object of beauty?

Describe how the promotion developed from concept to implementation.
As much as we all rely on our eyes and ears, little do we realise that our most powerful memories are often stirred by the sense of smell.

“Imaginary” is all about harnessing such vivid memories and imageries uniquely triggered by even the slightest whiff of a fragrance.

By tapping into the ability to “unlock personal memories and imagination”, we designed the packaging of the limited edition body fragrance series as blank canvases, allowing individual users to have a totally unique and personalised product experience beyond just enjoying beautiful designer’s scents.

Explain why the method of promotion was most relevant to the product or service.
Rather than labelling each fragrance with predetermined names from the brand point of view, we let the users experience the scent, explore their triggered memories, and express their imagination with images and symbols most meaningful to their own personal experiences.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The launch of this new limited edition range boosted the whole “Body and Lifestyle category” by +20% on 2009, with the range itself selling out in just two months.

The campaign generated 94 pieces of PR news, giving our media budget a free boost of around +35% on actual spend.

It activated over 5,000 unique user-generated bottle designs were uploaded to the campaign website, and shared via social media. These were then viewed in excess of 725,000 times, spreading the power of fragrance, the power of memories and the power of idea.