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Challenge
Skin care industry in Thailand is quite unique, where Thai women were introduced to a popular hair remover cream which contains dangerous chemical for decades, rather than a more natural hair removing method like razor. Our challenge is how to reveal this truth and how to create a paradigm-shift mindset among Thai women.
Issue
It’s quite a strong perception that we might need to trade off something for a better outcome of another something. Is it possible to have it all at once? This question limits Thai women to have a better life, including having a more healthy and safe method to keep their skin nice. Many of them believe it’s acceptable to take some risk, in order to have smooth skin.
Solution
Gillette Venus, a global leading razor brand for women, knows it by heart that women can own healthy and beautiful skin together at once. This is where, “NO COMPROMISE” attitude is introduced by the brand, through well-recognised attitude leaders in Thailand.
Big Idea
Say “NO COMPROMISE” to whatever that will ruin your life principle or value, esp. your health! With the “Right Solution”, one can get what he/she deserves without compromising anything.
Deliverable
A “Hero Webfilm” to introduce “NO COMPROMISE” key message, while “Always-on Contents” to strengthen the attitude through lifestyle social content plan.
Execution
Having 4 admirable Thai female celebrities to tell their based-on-true stories, their untold stories were revealed for the first time. Just like the reveal of how to have “Smooth yet Healthy” skin at the same time, no need to compromise anything. One common attitude which owned by the 4 celebrities is the believe of achieving their career goals without compromising any of their life values or any other important factors in their lives. This strong analogy brings Gillette Venus’s brand story-telling very well interpreted and impressed! Gillette Venus is eventually the “Right Solution” to keep skin nice and smooth, without doing any harm to skin.
Result
With an amount of push online media, the Hero Webfilm was able to grab a large number of attention from target audiences, it reached 2.7 Million views within 3-month campaign period. Also it generated more than 400 shares and 300 conversations on Gillette Venus’s Official Facebook Fanpage; it’s a proof of how they enjoyed the untold stories from their beloved celebrities, with a great interest in the brand attitude.
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