Make LUX a more accessible brand for target women in their 20’s.
The LUX TVCM has created a luxurious world featuring Hollywood celebrities but the target could not relate to this gorgeous world. Hence, we made the target themselves the heroine of a romantic story and have them actually be part of a world of luxury.
A new type of manga (comic) was created in which the target themselves became the heroine of a popular story unfolding into different stories depending on the reader.
The manga could be completed when the readers log onto Facebook and answering a few questions.
The user’s name became the lead character’s name.
Users’ photos and homes appeared in the story.
The other characters that appeared in the story were also the user’s Facebook friends.
The manga character fell in love with an actual friend of the opposite sex.
LUX also appeared in the manga. The character’s hair and mood brightened by using LUX, thereby bringing positive turns in their work and love life.
Over 90,000 women created their own manga and became the heroines of a romantic drama.