Following the success of Palmolive Aromatherapy in Thailand, our challenge was to launch the Sensual variant into a competitive market dominated by Lux. Instead of competing head-on and spending lavishly across mass media, Palmolive needed to adopt a more subtle and engaging approach. As the wise man says 'it is better to reach a few people effectively than a lot of people insufficiently.'

The event generated a lot of free publicity across all disciplines-TV Entertainment News, TV Social News, press releases, PR etc. We generated around 200% of initial investments and the brand is showing growth in market share despite the bombardment of mass media weights employed by competitors.

Managing the brand's contact points during the event was part of the challenge. Intricate details of aroma properties of Palmolive Sensual were employed to ignite all senses. Sight, by flower decorations and movie previews (Valentine's Day love films.) Sound, with a concert by a top acoustic artist. Scent, with aromatic candles and sprays throughout the event. Taste with natural food and drinks. Touch, by attractive masseurs to demonstrate the art of massage.

The campaign was amplified in several ways. Radio spots were employed to get consumers to call-in and win tickets to watch three free (romantic) movie previews every Saturday for the whole of February-Mona Lisa Smile, Along Came Miss Polly and Something's Gotta Give. At the cinema, Palmolive Sensual booths were set up to demonstrate the product while aromatic scent was sprayed in the theatres. Cinema spots were also placed before the film and were maintained for the following eight weeks.

Modern women are playing multiple roles in their lives, working hard, socialising, taking care of children etc. As a result of this hectic existence, they increasingly crave special, quiet moments of self-pampering, valuable 'Me Time' reflected in the growing popularity of spas and massage. We aimed to position Sensual as an enabler of 'Me Time' for our target, through the creation of a brand experiential event to coincide with Valentine's Day. A multi-theatre cinema complex was transformed into a sensory haven for our consumers to escape the rigours of life and provided an opportunity to interact with the brand in a truly meaningful and engaging manner.