UV light is harmful to skin, but how about the pollutant in the air? It is found that these two together can actually further speed up sebum peroxidation. Lancôme introduces the advanced version of “UV Expert” products to HK to help preventing the skin problems encountered in city life caused by UV light. A campaign site is then needed to arouse attention to the finding and promote how “UV Expert” products can tackle the problems.
This campaign period is comparatively short while the finding and product benefits are informative. Presenting the information in an interesting way to capture more attention is one of the key challenge for this project.
1. Use of assorted animation
This website is designed with different animation. When landing to the site, users can see a short animation highlighting the key message of this campaign: concern on harm brought by air pollutant. Then for each scroll down the page, the key product benefits are shown with animation.
2. O2O call for action design
After raising the concern and providing solution, next step we hope to stimulate action-taking. To encourage a complete journey going to offline store, a call-for-action on campaign site is created to lead target audience to go to a sample registration form for claiming a product trial set. A confirmation SMS will be sent after successful registration to continue a more personalised journey.
Project Management: Yoanna Chan/
Creative: Sarah Yuen, Karen Lai/
Copywriter: Iris Fok/
Developer: Ryan Wang/
Programmer: Koey Tse/
Technical Support: Michael Leung, Carson Lo/
Sample registrations received in less than 1 week
Pageviews within 1 month