Sunscreen Painting
Beiersdorf (Thailand)
Issue 38 | March 2016
Agency
Geometry Global Bangkok
Creative Team
Vice Chairman / CCO: Nopadol Srikieatikajohn Creative Director: Boonasak Bunnahirun Art Director: Panin Mukdapitak Copywriter: Juthamas Chaimung Project Manager: Kanchaporn Bejraputra
Production Team
Production House: Shoot'Em Up Pakphum Thephasadin Na Ayudhaya: Film Director
Other Credits
Managing Director & Strategic Planning Director: Tiwat Nitchote Account Director: Natzalux Saengsamutpitak
Date
April 2015
Background
Eucerin is the leading pharmaceutical skincare brand in Thailand. It roots in the deep belief of 'Skin Science that Shows'. The brand prides itself on understanding how human skin works better than any other skincare brands, due to its commitment on continuous scientific research and development on skin knowledge for more than a hundred year. The brand currently enjoys the number one position with a big gap to number two across all skin care segments. However, a threat came as a competitor in the sun screen market recently gained a massive social share of voice and sales. Their accelerated sales growth came with WOM on how this brand's sun protection has the lightest cream texture, which inherently would best suit acne-prone skin user. The challenge was to stop this growth and strongly defend the number one position.
Idea
Most acne-prone skin users were aware that 'oiliness' was the number one cause of all acne problems. However, their misperception was that: if the cream is lighter, it would have less oil – thus, good for acne-prone skin. In reality, it was a fact that the light texture of the cream had nothing to do with the oil level of the product. In order to fix the business, there was a need to shine a light on this misconception first and foremost. The idea of 'Sun Screen Painting' was about how to find a simple yet surprising way to demonstrate the fact that the product that had a light texture in fact contained as much 'oil' as other products. The idea was to let them see by themselves from the experiment that Eucerin Sun Product contained no oil, which was the root cause of all acne problems.
Results
• The VDO had more than 2.4 million views. • Its share of voice in social space increased by 161% • Sales grew by 87% compared to the previous year. • Most importantly, Nielsen brand tracking shows that their growth indeed came from their competitor's shares as their sale declined during and after the campaign. The link to 'Skin Science that Shows'! Link to Eucerin Club's youtube channel (Without English Subtitle) : http://youtu.be/wtBI4yGFWXY Link to VDO with English subtitle : http://youtu.be/G7849h9sqpY