Established in 1925, Lux has enjoyed immense popularity among young women for decades. Adding to its charm, the brand has been endorsed by a variety of charismatic role models over the years. Yet this perception had begun losing relevance with a younger generation of potential consumers. Despite being a skin cleansing leader in UAE, it found itself threatened by competitors such as Dettol, Palmolive, Johnson’s, and Fa. Lux knew it had to reinvent itself to maintain its coveted position and remain top of mind with consumers. It was important to ensure that lapsed users or brand flirters would now commit to the brand, by elevating itself as the superior soap with best-in-class fine fragrance.

The goal of this marketing campaign was to ensure Lux remained relevant and continued to gain market share, through refreshed visual imagery and reinforced fine fragrance messaging in UAE.

The campaign allowed the brand to offer women an engaging and personalized experience, on a device which was always with them. Lux launched the mobile campaign using an engaging gamified rich media mobile ad unit. They deployed a two-pronged approach when developing the interactive and engaging ad unit:

One: The Gyroscopic capabilities of a mobile phone was leveraged, to create an interactive mobile ad unit where users were challenged to release a drop of fusion oil, into the Lux bar through a maze.

Two: Through the use of persona, and appographic targeting,the brand was able to reach fashionable millennial women

At the end, users were shown a 20-second video trailer of the Lux Flowerbomb ad. The learn more button, directed users to a blog page, The Insider’s Guide.

Mobile integrated perfectly into Lux's marketing campaign - the offline strategy enabled Lux to launch first of its kind soap dress which created buzz around the brand. As this event was attended by top fashion influencers it was widely shared online, creating brand recall. This offline event was strengthened with a more personalized mobile strategy allowing users to engage with the brand in a new and funky way, and achieving scale.