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Lowe Lintas wins Bronze at Warc Prize for Connection Strategy

The global competition awarded medals to 13 campaigns including 4 Gold, 5 Silver and 4 Bronze medals

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Lowe Lintas wins Bronze at Warc Prize for Connection Strategy

Lowe Lintas wins Bronze at Warc Prize for Connection Strategy

The global competition awarded medals to 13 campaigns including 4 Gold, 5 Silver and 4 Bronze medals

BestMediaInfo Bureau | Delhi | November 2, 2015

lowe-lintasLowe Lintas has bagged the Bronze medal at Warc Prize for Connection Strategy, a global competition to find the best examples of channel thinking that delivers brand advantage. The agency won the award for is Fair and Lovely: Project Forshya – The best ever (Re)-Launch campaign.

The Warc Prize for Connection Strategy awarded medals to 13 campaigns including 4 Gold, 5 Silver and 4 Bronze medals.

Fair and Lovely, one of Unilever India's biggest and most profitable brands, used previously untapped data to target lapsed consumers and grow sales. Fair and Lovely was losing market share, and an earlier strategy, aimed at attracting new consumers, had ended up alienating its core customer base.

This campaign needed to put Fair and Lovely back on the track of sales growth, appealing lapsed and new users alike – many of whom didn't have access to mass media, such as TV, radio or print. The campaign identified the best places to target the lapsed consumers by drilling down into data in detail not previously seen.

Media dark areas were targeted with a combined outdoor and mobile campaign and low-cost sampling lured back dubious customers. The campaign almost instantly reversed the sales slump and saw significant improvements in perceptions of the brand.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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