GREY HONG KONG, Hong Kong / MENTHOLATUM / 2012
Mentholatum LipIce Lipbalm wanted to increase brand awareness during Autumn.
Mentholatum LipIce Lipbalm, softens the stark dullness of Autumn with a gentle moisturising agent that helps fill the season with a loving touch.To deliver this new message of Autumn as a season of love, we used fallen leaves from the park as our medium. We printed romantic poems of kisses on over 5,000 real Autumn leaves that had fallen in the park. We also provided an URL on the leaves which leads to the product’s website. Many have picked up and shared the leaves on online social network.
We earned tremendous press coverage. Pedestrians were attracted and many shared pictures of the leaves on Facebook. Brand awareness of Mentholatum LipIce Lipbalm increased by 20%.
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