We needed to successfully launch L’Oreal Men Expert White Active Serum Facial Foam in Thailand, a product that promotes “12 hours of oil-free face under extreme conditions, in one wash.” We were faced with a few challenges – there was only budget for online video and we had to appeal to a male audience that typically sees L’Oreal as a feminine brand. To top it, the category was already overcrowded with well entrenched brands and the competition was cut throat.

We needed to identify a platform that appealed to men and tie it to the brand promise, demonstrating L’Oreal Men Expert’s superior efficacy.

Even though the budget was very limited we manage to creatively produce 3 full episodes of a very realistic Japanese game show. We also took the show outside vs. shooting it in a studio to give a natural feel and make the challenge authentic and real.

In terms of casting the men are Japanese and so were the show presenters. Even the audio was in Japanese with Thai dub and supers.

It was posted to content sites and fan pages that many Thai men already follow. Before buying any online media, the brand got organic views of over 1 million in two weeks.