What’s On

La Prairie launches digital campaign in Hong Kong to support new launch

Highlights
  • The key aspect of the activity is a competition that celebrates the release of La Prairie’s Swiss ice crystal collection
  • The competition will run for three weeks, supported by Facebook advertising and print media advertorials
  • OgilvyOne Hong Kong is the agency on the activity

Swiss beauty and skincare brand, La Prairie, has embarked on a digital campaign ‘Timeless Beauty Moments’. The key aspect of the activity is a competition, which celebrates the release of La Prairie’s new cellular Swiss ice crystal collection. OgilvyOne Hong Kong is the agency on the activity.

The competition will run for three weeks, supported by Facebook advertising and print media advertorials.

The quest for timeless beauty is an integral part of La Prairie’s brand heritage. To cater towards a new younger audience target audience, a user-generated competition was conceived. Users are encouraged to submit their most perfect timeless beauty moment, upload and share it on their Facebook newsfeed for a chance to win prizes. They can ask friends to help ‘like’ and share their submissions. Entrants can draw inspiration from a curated inspiration gallery of images as well as testimonial videos from Key Opinion Leaders on the microsite.

To help drive excitement, the first 100 photos submitted will receive a hand massage and a personalised cellular ice crystal sample. The 10 photos that receive the highest total number of likes will become finalists and be entered to win the grand prize: a trip for two to Switzerland. La Prairie will select the grand prize winner and the nine remaining finalists will receive the cellular ice crystal collection worth HKD 20,000.

“Hong Kong consumers are well-educated when it comes to skincare and beauty brands. La Prairie exudes luxury and is set to become one of the most popular brands among young people here, much like it is in Europe. With the competition, la prairie is putting its best face forward to greet a new pool of sophisticated consumers,” said Nicoletta Stefanidou, Creative Director at OglivyOne Hong Kong.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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