Objective:- To launch a limited edition range of beauty products from Oriental Princess, Thailand's leading cosmetics manufacturer. Challenge:- To turn a very 'Asian traditional' product idea based on the Five Trace Elements of Earth, Metal, Water, Wood and Fire into something compelling to modern women, in tough times, where tradition alone is not enough.Target Audience:- Young Thai women, wishing to transform their looks and their lives.Consumer Insight:- Thai women strongly believe in destiny, be it revealed through astrology, fortune telling, or magazines and Internet questionnaires. They are fascinated by the topic but at the same time they want to be selective in choosing which bits to believe and act on...They want to create their own future.

We summarised the key insight and key idea: 'Define Your Element. Defy Your Destiny'.

The Creative Solution and Innovation:An act of defiance.Through a fully integrated website, including 15 web/viral films, with TV, print, radio and live performance support we encouraged women to explore which of the five elements comprises their 'inner-beauty' and then more importantly showed them how to combine elements to create the outer woman they want to be too.The tone of each element they could choose was completely different - water, emotional and lively; Fire competitive; Wood sensitive and nurturing; Earth strong and sensual; Metal passionate and spontaneous.We gave women the opportunity to be who they want to be. Why stop at just changing your mind, when you can change your life?

A huge success :- Over 3.2 million website page views were generated, over 6 times the initial goal.- Many women kept coming back to learn how to combine different cosmetics from the five sub-ranges (Elements) to continualy 'Defy Their Destiny'- Membership of Oriental Princess 'on-line club' rose to over 750,000 people in just two months.- On-line and traditional media picked up on the avalanche of interest, thousands of Google search links were created and over a quarter of a million dollars of free TV and Print PR was generated.- And then we had to close it down. The limited edition sold out. Thai women had defied their destiny and so had Oriental Princess.