LUX Continues to Ignite the Spark With Award Wins
LUX global brand re-launch campaign: Ignite the Spark continues to be celebrated with nominations and accolades at several PR Award ceremonies across the region. Shortlisted at the prestigious Sabre Awards back in 2014, Lux went on this year to win a ‘Gold’ and ‘Silver’ at the SEA Marketing Interactive PR Awards and the PR Week Asia Awards respectively.
Held at the JW Marriott Hotel in Hong Kong on 18 June 2015, the 14th Annual PR Week Asia Awards is a celebration of the most inspired and successful campaigns, companies and individuals in Asia-Pacific’s communications industry. This year also marks an expansion of the awards event with over 600 submissions spanning across 46 categories.
The judging panel was made up of close to 70 professionals from in-house ranks, as well as senior agency executives. According to the panel of judges, the winners were shortlisted using a demanding set of criteria as a result of the incredibly high quality of entries this year. The winning campaigns not only had to utilise multiple platforms and display ground-breaking creativity, it also had to directly meet business objectives and ultimately improve business performances.
“These awards are big wins for the brand, as Ignite the Spark is the first global campaign since Lux’s global re-positioning as a perfume you bathe in every day. The next few years are set to be even more exciting as we continue to build on our hard work, and establish ourselves not just as the world’s number one soap brand, but also as a beauty brand that makes women feel fabulous every day.” Said Anne Radmacher, Global Vice President, Lux at Unilever,
Ignite the Spark empowered and inspired women everywhere with the re-launch of the Classic Collection, inviting women to ignite the spark with their partner with its alluring fine fragrances that leave them with irresistibly soft fragrant skin.
The campaign tapped on rich insights from a global study involving more than 3,000 women in six countries to provide Lux with compelling stories on what it means for them to ignite the spark in their relationships. To bring their stories to life, Lux held exclusive House of Lux events where guests were treated to modern multi-sensorial experiences like dance performances, a fashion-week inspired fashion show and an interactive fragrance bar.
The campaign garnered outstanding results globally with a ROI of more than 810%, reaching more than 920 million women worldwide through PR and social media, and generating more than 13.5 million euros worth of PR value with nearly 800 pieces of coverage.
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