lux deck-v4

OgilvyOne Worldwide Africa

Client UnileverDocument Version vs. 1.0Job Description Work DocumentDate June 2014

Unilever Lux Relaunch

U N I L E V E R : L U X R E L A U N C H

C O N C E P T S

MARKET

REALITY


C O N C E P T S

MARKET REALITY:NEAR ABSOLUTE PRODUCT PARITY

USP USCto

Unique Selling Proposition Unique Selling Conversation


C O N C E P T S

OLD

SCHOOLBrands talk to people


C O N C E P T S

TODAY

BRAND NETWORKING

brands and people talk to each other


C O N C E P T S

•Word of mouth has been empowered by Word of Hand

•We are not in total control any more

•People talk to each other as much as to us

•We need to adjust our approach by recognising that the consumer generates more brand content than we do and is the most powerful medium

WE ARE NOW IN A CONVERSATION ERA


C O N C E P T S

+ -

Have more people speaking positively about you

Or fewer people speaking negatively about you

TODAY

BRAND NETWORKING


C O N C E P T S

•Ideas that are addictive, take on a life of their own and drive consumers to help spread and enhance our brand

•Through the process, we enable them to co-create our brand

THIS MEANS WE NEED CONTAGIOUS IDEAS


C O N C E P T S

HUGE CORRELATION TO

FUTURE BUSINESS SUCCESS

Brands with the most conversations in their

category grow 4x faster than the category average

Increasing conversations by 12%, doubles sales growth

LSE[London School of Economics]

LSE[Bain & Company Global Management]


C O N C E P T S

HALLMARKS OF A

CONTAGIOUS CAMPAIGN

Story-ability Co-creationStory-ability Social Currency


C O N C E P T S

IgnITIng ThE

SPARK


C O N C E P T S

LUX RE-LAUNCH

DIGITAL STRATEGYThe Digital Strategy will be centered around “Igniting the Spark”. Through Social Media, we will seek to create experiences that uniquely ignite the spark within our TA and engage them continuously.

Through increased conversations and engagement, we believe that Lux will own the entire category on bringing out the beauty in women.


C O N C E P T S

WITH A SIMPLE

STRATEGY OF A C C E S S

S E A R C H

E N G A G E

E N T E R T A I N

•MobiletoACCESS,

•SearchtoFIND,

•SocialtoENGAGE

•DigitaltoENTERTAIN.


C O N C E P T S

LEVERAGING

3 MAJOR PHASES

•Intrigue •Amplify •Empower AMPLIFY EMPOWER

INTRIGUE


C O N C E P T S

I N T R I G U EcREATIng hypE AbouT ThE SpARK nIghT


C O N C E P T S

VIRTUAL QUE APP

REWARDUsing the que system, we will track the most active people who share and post on Facebook and at the end of the week the most active person will be rewarded by being invited to the Launch event


C O N C E P T S

Landing page

App PlayHow to join

Share genericpost

Comment Tweet

T&C Share App

Join Queue

Move upthe Queue

1st place on event date gets an invite to

the launch

Virtual Queue App - App Flow


C O N C E P T S


C O N C E P T S

We may not have the Oscars or the Grammy’s in Kenya, but we’re giving you the chance to shine bright like a diamond.#IgniteTheSpark.

Have you heard? There’s something delightfully sensuous that’s about to happen, and you could be a part of it. All you have to do is #IgniteTheSpark

It will totally transform your life, infusing it with moisturising essences that will eventually form a natural softness like you have never felt before! Do you want to know more about it?#IgniteTheSpark


C O N C E P T S

A night of glamour, excitement and exotic moments awaits you on the 26th of July. Tell us that one thing you do to #IgniteTheSpark in your love life and join the virtual queue. Move up the queue by sharing, commenting and re-tweeting your post. The two people at the top of the queue get a VIP invite!

A night of glamour, excitement and exotic moments awaits you on the 26th of July. Tell us that one thing you do to #IgniteTheSpark in your love life and join the virtual queue. Move up the queue by sharing, commenting and re-tweeting your post. The two people at the top of the queue get a VIP invite!


C O N C E P T S

You felt her velvet smooth skin, shimmering in the light, making you unable to look away, unable to talk, unable to think! She smells like peaches, tangerines and plums fussed together and it is making her irresistible. Did she #IgniteTheSpark

Sweet lemon fused with love apples and blueberries. . . YUM! The perfect concoction to evoke confident, indulgent and alluring feelings. Would you like to #IgniteTheSpark

It is infused with the aroma of tingling cool mint to awaken your senses. The restorative sea minerals permeated with the world’s finest perfumes will leave you looking good enough to eat! It’s the ideal ‘wake me up’ product. Are you ready for this? #IgniteTheSpark


C O N C E P T S

A M P L I F YIngITIng ThE SpARK convERSATIon


C O N C E P T S

If you had one night to re-ignite the spark back into your love life, what would be your ideal spark setting? #IgniteTheSpark

We sat together, chatting all night about everything and nothing. It was utter bliss. What have you done lately, as a couple, to #IgniteTheSpark

What is that one thing that you do to re-ignite the spark back into your relationship? Tell us using. #IgniteTheSpark


C O N C E P T S

Mirror, mirror on the wall: How can I get that beautiful, youthful, supple skin that makes you stare at your reflection for hours? Ladies, remember, prevention is better than cure. Ignite the spark. #IgniteTheSpark

Answer this using #IgniteTheSpark and you could be walking away with a luxurious goodie bag.

If you were going to clue just one friend into igniting the spark, who would it be? Tag them and show your friend you’re thinking of them. #IgniteTheSpark


C O N C E P T S

Tell us how you #IgniteTheSpark after a stressful day. Skin Win! What gives your skin that amazing glow? Ignite the spark to find out. #IgniteTheSpark

We’re going for the DRAMATIC look. In fact, a look that turns heads. It’s easy because we have this. P.s. repeat after us: I want to ignite the spark. #IgniteTheSpark


C O N C E P T S

EMPOWERpRoducT InTRoducTIon And SuSTEnAncE


C O N C E P T S

Have you ever wondered what makes her skin irresistibly soft, almost like a feather or a flower petal? She says it’s the Heritage Collection, specifically the LUX™ Soft Touch! Oops, I touched her again! I think I need to #IgniteTheSpark.

Have you ever come across skin that invites the caress? Skin so smooth it numbs your senses and evokes confident, indulgent and alluring feelings? Now that’s what you call skin as smooth as velvet. Try the LUX™ Velvet Touch and #IgniteTheSpark.

You find yourself inching closer and closer whenever she is around, and sometimes, her intoxicating scent gives you naughty ideas that maybe, just maybe you want to bite her! DON’T DO IT! Instead, get the LUX™ Soft Caress and #IgniteTheSpark.


C O N C E P T S

Infused with refreshing mint, chilled cucumber and an uplifting fresh fragrance, it is the prefect remedy to leave you feeling beautiful and vibrant. Have you tried the LUX™ Shake Me Up? #IgniteTheSpark.

Not all of us are morning people, but now there is something that will awaken your senses with tingly cool mint as well as bring back your skin’s radiance with restorative sea minerals. PS: It is also infused with the world’s finest perfumes. Can you feel the power of LUX™ Wake Me Up? #IgniteTheSpark.


C O N C E P T S

Being gorgeous comes naturally... but it needs a little LUX tomaintain it. The LUX™ Indulgence Collection. Can you feel it? #IgniteTheSpark.

Being FabuLUX is all about glamour, confidence and owning the look! Remember to always be the star of your own life with LUX™ Heritage Collection. #IgniteTheSpark.

LUXury lies in the detail. And unlike any other luxury, this one makes you feel like a total diva! Have you indulged in the magic of LUX™ Heritage Collection yet? #IgniteTheSpark.


C O N C E P T S

If today is not your lucky day, take a deep breath and repeat, “THINGS CAN ONLY GET SMOOTHER”. Then, make sure it does by jumping in the bath and losing yourself in the delightfully rich sensation only found in the LUX™ Heritage Collection. Can you feel it? #IgniteTheSpark.

There are two products from the LUX™ Indulgence Collection that awaken the senses and restore your youthful vibrant skin. We have two up for grabs. Do you know their names? #IgniteTheSpark.

Would you like to be our shower power champion? Post your water saving story here, get your friends to like and share it and who knows, we might just send you a membership card or something. What’s your story? #IgniteTheSpark.


C O N C E P T S

TWITTER

LIVE FEEDTweets on the event will be captured using the hashtag #IgniteTheSpark, follows and mentions as well as retweets and messages with twitpics will be projected on a public screen.


C O N C E P T S

TWITTER

LIVE FEED


C O N C E P T S

SPARK ROOM

THE LUX

Re-igniting the spark isn’t all that easy. Sometimes we need a little helping hand to set us in the right direction. Like the perfect place, goodies and ambience to get anyone fired up and yearning for more. All you will need to do is like, share and tweet using the #IgniteTheSpark and you could be one of 5 lucky winners to the most sensational event of the year.


C O N C E P T S

Would you like to be pampered by LUX™? Let us know what you do to #IgniteTheSpark, get your friends to like it and 5 lucky winners could be off on a pampering getaway at Enashipai Re-sort and Spa. What are you waiting for?

Looking to surprise your man? Tell us how you would #IgniteTheSpark in your relationship, gather as many likes as possible and you could win a weekend getaway for you and your significant other at a romantic destination.


C O N C E P T S

OgilvyOne Worldwide Africa

Let’s Engage

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