Cannes Lions

SMOOTH E BABY FACE FOAM

JEH UNITED BANGKOK, Bangkok / SMOOTH-E (THAILAND) / 2006

Film

Overview

Entries

Credits

Overview

Description

This campaign was intended to go after the younger target audience, yet still appeal to existing customers by using a totally different approach from the conventional “Beauty” commercial. We adapted the idea from a classic Thai selling method - free outdoor cinema that sells a product during a show. So, we created “The Love story” TVC series of 4 episodes that appeal to our target and sell our product, and also poke fun on a conventional commercial. This series ran in prime time on the 2 most popular channels in Thailand every Friday, Saturday & Sunday with lots of supporting materials.

Execution

One week before the launching date, we painted the town with the handbills and newspaper ads promoting the 4 TVC episodes scheduled. Airing schedule was every Friday, Saturday & Sunday starting from June 24 to August 14, 2005. And also promoted the schedule of each episode with radio spots and newspaper ads that treated the episodes as if they were featured programs. The episode 1) was launched on June 24 and airing the first two weeks, the episode 2) airing the second & third weeks, the episode 3) airing the fifth & sixth weeks and the episode 4) the last two weeks.

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