JWT Bangkok’s interactive murder-mystery mini-movie series for Oriental Princess, titled “Reflections”, forged new ground for the Thai skincare and cosmetics retailer, adding a modern, Asian take on the ‘femme fatale’ and fresh appeal to women who aspire to possess looks that kill. The integrated campaign put Oriental Princess on unique footing in Asia, where make up brands tend to play on the cute factor and appeal to a woman’s softer, sweeter side.
The mini-movie series, which was designed to raise the profile of OP’s Limited Edition ‘Reflection’ colour collection, kicked off with a TV spot that was designed as a movie trailer, drawing Thai viewers into a surprising story line about a cop called to the scene to investigate the death of a business scion. The trailer ends when the cop encounters his six prime suspects: a bevy of beautiful ladies connected to the man who lies dead on the doorstep of his country mansion. A doctor, a biologist, an astronomer, a writer, an actress and a designer; none of the women seem like a usual suspect.
Viewers, now piqued, were then invited to watch a four-part interactive series online, each running 10 minutes long, to find out ‘whodunit’. Consumers registered through their Facebook account and got a “special agent” card, then went on to accumulate points, which were later redeemed in retail stores, by collecting clues that helped them crack the case. As the plot of each four-part series unfolded, viewers were also invited at a certain point in the story to click on a “get the look” icon for each character, which opened a separate screen to a seductive two-minute makeup tutorial that showed consumers how to transform themselves into their favorite femme fatale.
“This really broke new ground in Thailand. It was edgy, dramatic, sexy and dark. We wanted to make it like something you’d see in the theatres than online or on TV,” said Satit Jantawiwat, Executive Creative Director of JWT Bangkok. “Social media is just taking off in Thailand, and the interactive component was a great way to bring the classic concept of the femme fatale squarely into the digital era. Consumers a changing at a rapid-fire pace and brands have to keep up with how they reach young consumers and what they say to them. You have to work hard to grab and keep their attention.”
The Reflection collection is based on the six intense colours named and packaged as the “Queen of Butterflies”. The collection – which came in six shades, called Camaru Blue, Violet Copper, Green Mantle, Peacock Butterfly, Black Wing Spread and Silver Salamis - invited women to explore their mysterious side and create a ‘butterfly effect’ of their own, making one small change, with their own look, that could set off a chain of events in the world around them.
JWT Bangkok’s integrated campaign took that brand idea to the next level, creating unprecedented buzz about the brand and connecting OP with its core, target audience with deep, lasting engagement online. The TV spot ran from September 21 to October 21, and within two weeks almost 300,000 people visited the Reflections microsite. Over 140,000 people participated in the game component and nearly 40,000 consumers watched the ‘get the look’ sequences during that period.
“The response exceeded our expectations. The number of consumers who spent a large amount of time engaged with the campaign and exploring the product tutorials was impressive, and it really created a lot of excitement around the product offering, and the brand, as a whole. It set us apart as a brand that offers something unexpected and exciting,” said Apaiporn Srisook, Marketing Director at OP Natural Products Co., Ltd.