Emvies 2012: Sun is fun too!

A Mindshare case study at the Emvies 2012 case study presentation round detailed a campaign it devised for Ponds during the IPL season, targeting the women to come out and play in the sun.

When Ponds wanted to do something to engage its target audience during the peak of the IPL season and summer in May, 2011, it faced the challenge of sending across the message that sun can be fun too, and to bring them out in the sun. Faced with the task of convincing women paranoid about coming out in the sun, Mindshare devised a strategy to draw women out to be a part of activities they love and at the same time, promote the brand's new product, Pond's Blemish Prevention UV Cream.

The insight behind this campaign was that socializing is ingrained in women and they thrive on activities that give them a chance to meet people. The agency came up with activities that touch their passion points. A rock concert was organised in Mumbai with Farhan Akhtar, an adventure sporting event in Delhi and a singing and dancing extravaganza in Kolkata.

The hype for the event was created through personal invites by celebrities, print innovations and engagement on Facebook.

At each event, activities such as foot massage, facials, tattoos, and adventure games such as paint balls were organised to give women an opportunity to enjoy to the fullest without worrying about their skin. The events were streamed live on Facebook, too, to engage people online.

The results were promising for the brand, with 30,000 Facebook Likes in 20 days, 2.25 lakh conversations and more than two lakh page views. The brand registered a growth of 20 per cent in sales as a result of the campaign.

Mindshare presented this case study in the Best Media Innovation - Events category at Emvies 2012.