Advertisement

Beauty is Confidence

Published/Aired: 
December 2011
Description: 

Brief: Romrawin, the Skin Body Rejuvenation Clinic has two flagship branches in the business district located on 2nd and 4th floor of Central Chidlom department store. In this department store, there are plenty of beauty clinics and the market is highly competitive. While other brands spread their advertisement around the store, Romrawin has only one elevator ad on the 1st floor to communicate with the targets. So the challenge is how to make this elevator ad stand out and attract a large amount of people that walk by not to walk pass but to go to the clinic.

Solution: In the sea of beauty clinic ads that endorse their brands by using presenter, our agency decided to build the brand strength based on our new slogan “Beauty is confidence”. In order to make use of the elevator, we created an illusion design to grab people attention. People will see as if there’s a woman inside the elevator, hide her face behind a magazine and look through the hole with lack of confidence as shown in her eyes.

Result: Despite the limitation of media, our only one elevator ad became an effective media that can attract people who have seen or passed by.

• Boost the numbers of people walk-in 300%.
• Number of people that can remember the clinic location increased rapidly.
• Just 2 weeks after this ad has been
and in the passageway as well as escalator ad.

Advertising Agency: Kingkong, Bangkok, Thailand
Executive Creative Director: Eaknarong Vijittissadee
Art Directors: Eaknarong Vijittissadee, Athipon Vijittissadee, Lalita Boratisa
Copywriter: Eaknarong Vijittissadee, Jittipa Thanasiripong, Sirisa Surakarnwit
Illustrators: Neabniyom
Photographer: Paapniyom
Account Executive: Chokchai Yodkuea

Comments (6)

Log in or register to post comments

Highest Rated

Seriously Crazy's picture
Seriously Crazy
Activity Score 638

don't wanna read so much and can't even get a hint of the idea without doing so..next..

andylefty's picture
andylefty
Activity Score 4535

That's not cool.

gioborde's picture
gioborde
Activity Score 1387

Bad bad bad, starting from the degrating slogan "beauty is confidence" down to the ad itself. I seriously doubt that anyone would notice that there are eyes behind thos eyes. especially when the image itself is not attention grabbing.

GiBo

stickynotes's picture
stickynotes
Activity Score 1094

spooky copy and visual and idea.

Chris and Mo's picture
Chris and Mo
Activity Score 26

Hey Ivan, you probably can upload my childhood drawings if you put this up here.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Play nicely, kids. We all think differently. That's why we're all here. :)

The Jobless Writer
Will Think for Salary

Seriously Crazy's picture
Seriously Crazy
Activity Score 638

don't wanna read so much and can't even get a hint of the idea without doing so..next..

Advertisement

20% Off Sale at iStock until December 9th 2016