[Shortlist @ Premiile FIBRA] Poluaria - The Hat that fights against skin pollution / Elixir Jeunesse / TUIO

Nominalizarile obtinute la FIBRA #2:

  • Viral

 

PRESENTING THE CASE

Campaign / Execution Summary

Urban pollution is one of the biggest problems facing our planet. And year after year the situation seems to get worse.
Recently, scientists discovered that urban pollution can be a huge threat for the health of the skin and cause problems like depigmentation, early aging and even skin cancer.
Last year Romania became one of the countries to be closely examined by the European Union in the context of pollution, as even the cities located near our pristine mountains have become heavily polluted.

The French beauty brand Yves Rocher is an innovator when it comes to naturally protecting skin, having developed the Elixir Jeunesse range of products to help prevent potentially dangerous skin problems caused by urban pollution.
Unfortunately, the skin pollution subject has 0 awareness among Romanians.
So, how to advertise a solution for a dangerous problem no one knows about?
Our take was to make skin pollution news and in order to grab people’s attention we used that one subject interesting for our target: FASHION.

That’s why we created Poluaria - the hat that fights against skin pollution – an absurd fashion statement meant to generate buzz on this topic.
The hat’s first appearance on the internet was in a viral video that was quickly picked up by well-known local fashion bloggers and designers, making “the hat that fights skin pollution” the talk of the social media in no time.

In order to make it as real as possible we also created poluaria.ro, a product site where everybody could find out about the threats of skin pollution and how Poluaria could help.
As the news about skin pollution caught momentum “we pulled the serum out of the hat” and revealed the true solution for the skin pollution problem: The Elixir Jeunesse range.

We mailed a hat resembling Poluaria and the Elixir Jeunesse pack to all the bloggers who talked about it and they embraced our campaign instantly.
The results were truly notable as the viral video gathered more than 500K VIEWS, 2,5K REACTIONS and 700 SHARES and the campaign overall had a total number of 900k views, reaching 1.5 million people (almost 10% of Romania’s population) with media impressions of 23 million.

Context / Problem / Opportunity / Insight

Urban pollution is one of the biggest problems facing our planet. And year after year the situation seems to get worse.
Recently, scientists discovered that urban pollution can be a huge threat for the health of the skin and cause problems like depigmentation, early aging and even skin cancer.
Last year Romania became one of the countries to be closely examined by the European Union in the context of pollution, as even the cities located near our pristine mountains have become heavily polluted.

The French beauty brand Yves Rocher is an innovator when it comes to naturally protecting skin, having developed the Elixir Jeunesse range of products to help prevent potentially dangerous skin problems caused by urban pollution.
Unfortunately, the skin pollution subject has 0 awareness among Romanians.
So, how to advertise a solution for a dangerous problem no one knows about?

Target Group

The core target were were women living in the urban areas, 22-45 years old, medium to high income. Women who also care about the way they look not only about how they dress and buy medium to expensive beauty products.
Their main social media platforms being, in this order, Facebook, Instagram and Snapchat, interested in fashion bloggers and fashion TV shows.

Results

The results were truly notable as the viral video gathered more than 500K VIEWS, 2,5K REACTIONS and 700 SHARES and the campaign overall had a total number of 900k views, reaching 1.5 million people (almost 10% of Romania’s population) with media impressions of 23 million.

 

INFO

Agency/Company: TUIO
Entry Case Title: Poluaria - The Hat that fights against skin pollution
Brand: Elixir Jeunesse
Client: Yves Rocher

 

CREDITS

Creative Director: Cosmin Baba
Art Director: Andreea Marcu
Jr Art Director: Horatiu Dolminte
Copywriter: Luchian Abel
Client Service Director: Ludwig Petre
Account Manager: Alex Vieriu
New Business Director: Andrei Gingirov

 

OTHER CONTRIBUTING COMPANIES

Media Agency: Think Digital
Video / Photo Production: Lens Flare
Music & Sound Production: KMP Studio


ThinkDigital

ThinkDigital este un digital media powerhouse cu sediul central la Bucuresti si reprezentanti in mai multe tari din regiune, care opereaza 3 linii principale de business: 1. Sales House/Adnetwork: Monetizeaza in... vezi detalii »

Festivaluri

Subiecte



Related podcasts