The Situation: Lux has strong brand equity when it comes to Pakistan, loved by approximately 28 million households with a high penetration of 82% and a 23% market share. Since 2019, there has been a positive shift towards skincare and aiming towards a glow from within, it has become a need rather than a want.

Brief: Reinforce the idea of Lux Jasmine with Vit C + Glycerine as part of the skin care regime rather than just a beauty bar and highlight in a clutter breaking way that becomes the talk to the town.

Objective:

Establish a market for LUX as a high end, skin care beauty soap and get LSM 3-7 non-users to convert to LUX as a superior product offering a glow like no other.

Illuminate the idea of the new LUX giving you that moonlight glow reinforcing the tagline " Chaand Sa Chehra", meaning Glow Like The Moonlight.

By using the technology of 3D Projection to create a live impact of the moon landing on the ground, we were able to execute the realness aspect on a larger than life scale; something that has never been done or imagined in Pakistan before. The concept was very interesting and to make it come to live was a difficult task but not impossible. By creating the animation on a near ground level billboard it made it look as if the moon had been summoned on the earth, with the effects of a dark sky with stars and cloud to add to the mystery. After the 3 days of this mystery, we unveil the product as a droplet falls on the dark billboard to reveal the beauty and star of the show, LUX as well as the model and key visual of the product.

Strategy:

We called our strategy "Moonlight Sonata". Dedicated to his lover, Beethoven constructed this symphony of a journey of romance and mystery that bewitches and captivates you in a way that makes you fall in it deeper into its aura.

That was our plan, but on the big canvas; Our strategy was to showcase the moonlight of the night that lights up the dark sky to the glow from within as YOU, being the moonlight in the night sky.

Results:

Customer feedback was overwhelmingly positive, demonstrating the campaign's resonance with its intended audience. Sales data showed a notable increase during and after the campaign period, confirming its direct impact on revenue. The campaign's ROI was impressive, with tangible results that justified the resources invested. The campaign also positively influenced brand sentiment, reinforcing LUX's reputation.

Reach:79%

TG Reach: 1,503,061

TG Frequency: 17

TG GRPS: 1,211

Impacts: 25,552,037