Our brief was to promote a face whitening cream by Watsons – and increase the number of trial users. However, how do you promote a generic product in an already saturated market?

Radiant glowing skin is the key to standing out. So our communication did exactly that. We convinced our client to pump its tiny budget into an innovative DM. We then took a high-powered LED bulb and built it into a simple low-cost mailer. These ‘glowing’ mailers would be switched on at the time of delivery, and would literally stand out by emitting a radiant glow from every letterbox. Recipients were then encouraged to visit any Watsons beauty outlet for a free sample and consultation to see how this radiant glow could be applied to their skin.

Following the campaign launch in Hong Kong, over 5,000 recipients responded with visits for a free sample and consultation. At the end of the free-trial period, almost 30% of the first set of recipients went on to buy the product - the highest conversion rate in the product's history.