Direct > Use of Direct Marketing
VERTICAL WRINKLES
TEQUILA\, Dusseldorf / VICHY LABORATOIRES / 2014
Overview
Credits
OVERVIEW
ClientBriefOrObjective
The mailing was sent to a selected audience drawn from the Vichy CRM database.
Vertical wrinkles are proven to have a negative effect on natural facial expressions.
They are the main reason why women think about face lift surgery.
New Liftactiv Advanced Filler by Vichy – available only in pharmacies in Germany – is the first filler that is able to correct those vertical wrinkles without surgery.
Sure we had to announce the efficacy of the product. But the main challenge was, first to make clear, what deep vertical wrinkles are and how they influence natural facial expressions.
Execution
We use the simple optical distortion effect to show the influence of vertical wrinkles on the face. Simply by folding a print the people feel how facial expression changes from positive to negative and vice versa. And thus makes the problem touchable.
New Liftactiv Advanced Filler by Vichy is an innovative product against vertical wrinkles – the main reason for dermatologically invasions. The cosmetic brand is exclusively available in pharmacies and combines expertise with beauty. The creative execution underlines the aesthetic brand core and makes it approachable at the same time.
Implementation
Why illuminate with a number of words what can be proven playfully?
We explained deep vertical wrinkles in a bold and simple way and showed that they make us ancient-looking in the true sense of the word.
We developed a mailing brochure showing a woman with a natural smile for pharmacy clients. By folding the visual vertically and this way creating vertical wrinkles on the woman’s face, an optical distortion shows clearly the influence of vertical wrinkles on natural facial expressions - and the solution to the problem at the same time.
Outcome
The mailing was sent to a selected audience within the target group age range (30 -50 yrs.) drawn from the Vichy CRM database. As the mailing did not contain a direct response mechanism we can only estimate the result based on sales figures provided by the client. Within one week after the mailing a rise in sales figures could be measured - compared to the previous week the sales increased by 10%.
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