BRAND: Lakme
BRAND IDEA: Encouraging women to
look beautiful and unique; follow their individual style and set trends for
others to follow!
TASK: To bring the end users
closer to the brand and feel more connected and confident about using the
brand.
TG: Young Indian Women in the
age group of 18 to 35 years.
IDEA: India’s
most renowned cosmetic brand – Lakme -- has been a constant inspiration to
Indian women to look beautiful and desirable. To further inspire its users,
Lakme can initiate extensive customer engagement initiative wherein it would
ask its users to create their best look using Lakme Cosmetic products and
reward the best look as well as use this rewarded look as a signature look for
the upcoming season.
Lakme can initially
launch this concept as a “CONTEST” in their website and support through tv ad
commercials. Participants would be asked to send/upload pictures of the look
created by them (and applied on a model
off-course! ) on the Lakme website. Once these applications are screened and
the best few chosen, the participants would be invited for a face off
(literally!). They would be asked to create the look on a model, using Lakme
cosmetics. The best look could be rewarded with special recognition from Lakme
and the look can be used as a special look in the signature collection for
Lakme’s upcoming season.
PLACE: Initially Internet. Post
prelims, face-off to be held as a contest at a Lakme signature salon.
The Tagline: "Lakme - Love MY Look"
