L'Oréal Indonesia created an interactive two-player gaming experience to market its Garnier Bright Complete Day and Overnight Serum.
In a saturated skincare market, L'Oréal Indonesia identified a promising opportunity to redefine daily skincare routines by introducing its serum containing pure vitamin C, the Garnier Bright Complete Day and Overnight Serum.
L'Oréal Indonesia aimed to introduce a product that not only promised skin rejuvenation and revitalization but would also integrate with the busy lifestyle of today's women. The challenge faced was to generate widespread awareness, drive engagement, and persuade consumers to incorporate the Day and Overnight Serum into their daily skincare rituals.
Understanding the pivotal role of time of day in skin repair and regeneration, L'Oréal Indonesia embarked on an innovative campaign strategy to persuade consumers to use the serum both day and night titled "#BERDUALEBIHBAIK" or "#BOTHWOULDBETTER."
The goal was to immerse audiences in an interactive experience showcasing the transformative potential of the Garnier Bright Complete Day and Overnight Serum, particularly in brightening the skin with its potent pure vitamin C content. By leveraging two-player game technology, L'Oréal Indonesia aimed to convey the message that luminous skin could be achieved by using the serum day and night.
L'Oréal Indonesia's innovative campaign leveraged new two-player connected technology to offer women aged 18 to 44, particularly those who are inclined to play games during the evening hours, an immersive and interactive experience.
L'Oréal Indonesia, in collaboration with AnyMind Group, launched its campaign to promote its day and night serum by emphasizing the appropriate usage times. The brand developed a two-player game, a first-of-its-kind innovation that allowed users to connect their devices and compete in real-time with friends. This integration of a skincare serum into an engaging gaming experience set a new standard for interactive advertising.
The ad dynamically adapted to the time of day, encouraging players to use the corresponding serum during gameplay. Users were invited to play with friends, making the gaming experience socially engaging. Players aimed to eliminate dark spots using the serum, earning points for each successful application. To complete the game, they needed to achieve a combined score of 500 points, with the score translating to the total time taken to finish serum application.
This creative strategy communicated the benefits of the serum while immersing users in an interactive and dynamic advertising experience. By merging the concepts of skincare and gaming, L'Oréal Indonesia and AnyMind Group successfully engaged their audience, highlighting the importance of using the right serum at the right time.
Leveraging two-player connected technology, L'Oréal Indonesia asked users to collaborate with friends around them as players using a barcode, setting the stage for an engaging and interactive experience. The game featured a female character onto which players could drop the Garnier Bright Complete Serum Day and Overnight serum to produce radiant skin.
Both players were then challenged to apply the Day and Night serum as quickly as possible to change the character's skin from dull to bright. Successful implementation of the serum immediately generated valuable points for users, enhancing the gamification experience and driving deeper engagement among Day and Night players. At the end of the game, a message stated: #BERDUALEBIHBAIK or #BOTHWOULDBETTER.
The campaign yielded successful results, which included an engagement rate of 10 percent and a click-through rate of 1.34 percent on call-to-action (CTA) prompts. Users spent an average of 30 seconds interacting with the interactive banner, surpassing typical engagement durations seen in social media ads. Additionally, the campaign achieved an 18 percent lift in awareness.
