Cannes Lions

SOAP

MINDSHARE, Mumbai / UNILEVER / 2012

Film
Film

Overview

Entries

Credits

Overview

Execution

Leading Tollywood celebrities announced call for entry for the LUX Dreamgirl hunt, thus adding credibility and buzz to the activity. Mediums like radio, print, television, outdoor, coffee shops, digital, mobile 4 and on ground college activations were used to amplify the hunt.

Leading local film production house was roped in to give the LUX Dreamgirl winner an opportunity to be female lead opposite AP’s lead male actor, making her the “Real Superstar”.Despite being a ‘first time ever’, we received over 50,000 entries.12 girls were shortlisted by Tollywood actors, producers, cinematographers and choreographers. The girls were groomed, trained & judged around key LUX attributes such as glamour, confidence, courage, beauty, acting and dancing.

The LUX Dreamgirl hunt was packaged into 16-part biweekly series on AP’s leading TV channel, Gemini TV. Over 3 million viewers celebrated and cheered the crowning of LUX Dreamgirl, the new Tollywood Superstar!

Outcome

(Source: REPUCOM, IPSOS & Nielsen Research)• LUX’s association with beauty & glamour scored 97%, in an independent study conducted amongst Dreamgirl program viewers • LUX’s spontaneous brand awareness increased from 60% to 74%• ‘Consideration’ (The only brand I would consider) for LUX increased from 19% to 27%, increase of 42% • IP rights for co-created channel content are owned by the brand & the agency• $ 1100,000 of earned media on an investment of $656,000, giving us ROI of 165%• LUX created history elevating from using existing superstars to creating a superstar!• The success gave us the client’s nod to upscale the hunt for the next superstar across India!

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