Question

Topic: Advertising/PR

Need Activation Ideas

Posted by Anonymous on 7/10/2012 at 6:03 AM ET 250 Points
Hi, My client is launching a new product (hair remiving cream) with a benefit that none is providing in the category. The benefit of skin not getting dark (spl. underarms) post usage of the cream. We need to elaborate the proposition and suggest an activation module that the brand can own and repeat over the years. The plank that we've taken is that now 'raise your arms' against darkening. where raise your arms become the key, we need to think of the activation around it. the TG is girls between the age group of 19-25.
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RESPONSES

  • Posted on 7/10/2012 at 8:59 AM Author
    HI Phil, thanks for your response. well to answer the first part of ur response, yes, we have named our product as XYZ anti darkening hair removal cream and also got a tagline along with it which connotes that post usage your skin will become silky smooth without darkening.

    However, on the raise your arms bit, we thought that girls generally feel awkward among their friends and peers due to the underarm darkeing (you have rightly captured this as raise your arms, loose your charm) and we have research that prove that girls don't feel confident in wearing sleeveless dress in off or in party and hence our product comes as a rescue for them. Giving them the confidence to wear those kind of dresses and flaunt their beautiful skin. One idea that I've thought of is to invite girls through various touchpoints and ask them to share their pics with props in such a way that their beautiful skin (underarms) are visible. we'll also enroll a professional photographer and skin expert as judges to shortlist 12 girls among the lot. The selected ones will get a chance to feature in a fashion calendar sponsored by our brand. just a scratch thought :-(
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