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MIDDLE EAST
PLANNING WEEK
CASE STUDY
The white stuff
Why Universal Media hit the streets to launch Garnier Skin Naturals for L’Oréal
SKIN CARE products, unsur- nonore a person in Abu Dhabi and universities
prisingly in the sun-drenched wwandering in Saudi Arabia (without the
Gulf, represent a huge market around wo ith a walking banners).
in the region. All the major babackc -lit ban- “This in teraction with con-
FMCG players—P&G, Uni- nerner strapped to sumers really cut through the
lever, Beiersdorf and others— ththeir back. Pei ar- clutter,” Fakih says. “After the
have at least one product ticuticularly when campaign, we were the sec-
from this category on the thatat banner con- ond-highest selling skin-care
supermarket shelves. tainstains a Bluetooth product in Carrefour. And
S o, it’s a crowded market. dedevice which can vic in Abu Dhabi, some of the
Which means that, tradition- send end messages to stores called us to say they’d
ally, products are launched anyonyone within a sold out after the activation.
with a mass-media on- 100-m100-metre radius, Abu Dhabi was all Garnier at
slaught—TVCs and print ads tellintelling them to g that time.”
swamping the most popular cream in March chcheck out the new eck L ’Oréal hadn’t been sure
media among females—and and they dominatted mosted most Naturaals is mls is maade de producoduct from Garnier. about UM’s plan, Fakih says.
huge marketing budgets. ofof the time sthe time segments on thets on the upup of nof natural ingral ingredientsts “Wee hirhireed five ‘walk- “It wasn’t easy to convince
You may have noticed, key channels.” and Garnier’s motto is ‘Take ing banners’ and three pro- them, because we needed
though, that there’s a reces- F akih and his team arranged Care’.” moters, all branded with the lots of operational work to get
sion on (no matter what Emir- sponsorship of MBC1’s Green Leaving aside the ques- Garnier creative and logo,” the samples and the rulers
ates Business 24|7 says), so Apple, a ‘healthy living’ show tionable virtue of market- Fakih explains. “This street [colour palettes which allow
those huge budgets have not which is extremely popu- ing a cream that’s designed marketing team were given consumers to measure the
only been cut back, they also lar with Skin Natural’s target to change your natural skin an induction into how the change in their skin colour]
need to be justified a little market of Arab and Asian fe- colour as ‘natural’, Fakih brand works and the mes- produced, and we had to get
more than in the past. males, particularly in Saudi and his team believed they sages they needed to com- mall approvals, which are
So when L’Oréal decided Arabia. The sponsorship com- had cracked the problem of municate with and educate around Dhs7,000 to 10,000 in
to launch its Garnier Skin plemented the TV and print breaking through the clutter the consumers. We distrib- Dubai, but more expensive
Naturals whitening cream campaigns that ran around of the skin-care category to uted almost 90,000 samples in Abu Dhabi.
in the region in April, its the region. So far, so ordinary. get the brand noticed. in 12 days.” “H owever,” he continues,
media agency, Universal “I n order for our brand to be “Based on our research, we F akih says around 15 to 20 “once they saw the results,
Media (UM) in Dubai, knew visible and get shares of sales, realised that sampling and per cent of the marketing bud- they knew it was worth pay-
that it needed to deliver we needed something differ- education about the product get was spent on this activa- ing the money to get out on
something more than TV ent,” says Fakih. “Our research would best be done at point- tion programme, which took the streets.”
and magazine bookings. showed that women here are of-sale in Lulu, Carrefour and place in malls in Dubai and
“We had to go for quality very open to trying new prod- other supermarkets,” he says. Abu Dhabi, the WOMAD
rather than quantity,” says ucts, that they like to take care And the standard ‘lady at a music festival
senior media planner—and of themselves, and that their booth’ sampling wasn’t go-
head of the L’Oréal account— interest is skewed towards ing to be enough. They’re too
Hatem Fakih. “Unilever had natural products. This was an easy to ignore.
launched Ponds anti-ageing advantage for us, as Skin It isn’t, though, easy to ig-
PLANNING WE LIKED
WINGING IT
THIS SCHOLZ & FRIENDS, Berlin ad shows travellers just how hardy Vaude’s outdoor equipment is.
07 JUNE 2009 / 19
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