National Advertising Awards 2011 Biotherm
National Advertising Awards 2011 Winning Entry Copywriter: Richard TsengArt Director: Matthew SharpeClient: BiothermCategory: Interactive
Published on: Mar 3, 2016
Transcripts - National Advertising Awards 2011 Biotherm
PROBLEMHow do we get new skincare users trying Biotherm’s star products?PRODUCT TRUTHBiotherm keeps your skin healthy by using science and nature tooxygenate and nourish it.INSIGHTIf what your skin needs most is to breathe, then why suffocate itunder layers of makeup?
IDEALet skin be skin.
SOLUTIONCreate an interactive pledge allowing women to band togetherand skip makeup one day a week for the health of their skin.Use gamification elements like check-ins, badges and scoring tobuild in competitive and motivational reasons to stay committed.Engage non-participants with badges they can give to celebratevarious skin attributes.Once women know that Biotherm believes their skin can bebeautiful on its own, theyll start wondering how we can makeit happen.
Letting pledges stick together, andand youre much morestick withstick with it.Stick together with other pledges, they’re more likely to likely to it.
Check in online when not wearing makeup. Live stats show you how keeping your promise is improvingyour skin and general well-being.
See Pledge Stats to compete for fun and learn what friends find most attractive about your skin.Non-pledges can get involved by giving badges that celebrate skin traits.
Alert your group when youve kept your pledge from anywhere with our mobile microsite.Save it as a smart phone icon for instant access.
Get milestones for achievements of varying difficulty, from skipping makeup twice, to eating out sansmakeup, to organizing events with other pledges.
Worried about going without makeup? Our BioLab Advisors can answer your skincare related questionsand recommend whats right for you.
CONCLUSIONWe dont need expensive prizes or costly media buys to getnoticed.Not when we’ve got more valuable assets: status and a cause ourtarget can have fun getting behind with friends.Get women committed to letting their skin shine without makeup,and weve got them looking for new ways to care for their skin.