To raise awareness of its latest beauty soap Lux Provocateur, Unilever launched a set of exclusively designed Lux Provocateur Personal Expressions on Windows Live Messenger. The Personal Expression featured a range of Lux Provocateur animated images and emoticons for customizing Windows Live Messenger chat sessions. This innovative campaign attracted over 150,000 downloads and enhanced the brand awareness of Lux Provocateur.
Campaign Objectives:
- Raise awareness of its latest beauty soap, Lux Provocateur, among its target audience of young women in India
- Differentiate Lux Provocateur from competing soap brands
- Enhance positive brand association
Campaign Details:
Unilever worked with Microsoft® Advertising and agency Mindshare Fulcrum to launch a campaign on Windows Live Messenger and the MSN® India network. Specially designed Windows Live Messenger Personal Expressions and banner advertisements were created to add a new online dimension to the Lux Provocateur advertising campaign.
Mindshare Fulcrum created a range of Lux Provocateur animated backgrounds, dynamic display images, winks and emoticons on Windows Live Messenger. The Lux Provocateur Personal Expressions allow users to personalize their Windows Live Messenger sessions with a wide selection of customizable options centered on the Lux Provocateur animated ambassador, created specifically for this campaign.
The online campaign ran from March to April 2008, comprising banner and interactive rollover advertisements on the MSN® India network and Windows Live Messenger, in addition to the downloadable Personal Expressions. With a wide and established community of Windows Live Messenger users in India, Unilever could swiftly reach out and communicate with its target audience.
Results:
By bringing Lux Provocateur online, Unilever extended the reach of the advertising campaign and enhanced the perception of the beauty soap. Lux Provocateur stood out amongst its competition, with a campaign that reflected the uniqueness of the beauty soap by capturing the imagination of consumers with innovative Windows Live Messenger Personal Expressions featuring the Lux Provocateur animated ambassador.
The customizable winks, emoticons and images sparked the interest of Windows Live Messenger users in India, with users intrigued by the level of detail put into the customizable options. With the Lux Provocateur Personal Expressions, users could use the fun and exclusive animated winks and emoticons to interact with their Windows Live Messenger contacts, further expanding the publicity and engagement of Lux Provocateur. There were over 150,000 downloads recorded, with much buzz and excitement created among online users who shared the animated images and emoticons.
