Cannes Lions

SUN DIAL, THE WEARABLE DAYLONG UV SENSOR

WUNDERMAN INTL PHILS, Makati / GALDERMA / 2015

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Overview

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Credits

Overview

Description

Daylong, a sunscreen formulated especially for daily use, needed to challenge professional women's belief that - even when they're usually just going from house to office - they're still exposed to daily UV radiation, and so, daily sun damage.

We had to make UV radiation evident to them.

So we created a fashion accessory they could wear everyday, that also had a UV radiation sensor inside it. Since they could wear it everyday, it could then measure & track just how much UV radiation they were exposed to everyday.

We gave the Sun Dial to 5 influencers and after 3 weeks, we shared the findings from the collected data.

Stunned with the findings, they have now developed a daily sunscreen habit, have shared so with their followers & their followers have indicated that they will be doing so as well. The month-long campaign is also well received so far.

Execution

SUMMARY:

We created the Sun Dial to track how much UV radiation the wearer is exposed to daily.

Then we gave one each to female influencers who wore it everyday for 3 weeks. The results of the data were then shared as content.

THE SUN DIAL is a UV radiation sensor with its own power source & data-writing functionality - inside a fashion accessory pretty enough for daily use.

As they went about their days, the UV sensor constantly measured the UV radiation they were exposed to.

The UV readings were then analzyed, visualized in a custom-built web app.

Outcome

Stunned by the findings, our influencers have shared that they are now more cautious & applying sunscreen everyday. They've shared this with their followers & the press. The Sun Dial has been earning attention on social media. While video and social content was created to share the findings, and are now being pushed through bought media.

The campaign has been running for only a month, but the results so far show that relative new-comer Daylong has cemented its positioning as a sunscreen for daily use.

> Php 1M+ in earned media

> +30% growth in fan base

> +70% jump in social engagement

> dominant sunscreen SOV w/ #novacationfromsunprotection

> +100,000 video views in 2 weeks

Daylong is taking on the advocacy for daily sun protection as a long-term messaging platform. And other markets are now looking to localize the study for their countries.

*Sales data available in 2 months

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