Campaign details

Brand: Pond's
Brand owner: Unilever
Lead agency: Mindshare Indonesia
Country: Indonesia
Industries: Skin care, sun protection
Media channels: Mobile & apps, Online video, Outdoor, out-of-home, Television
Budget: Up to 500k

Executive summary

The facial skin care segment in Indonesia is highly competitive and Pond's face care was experiencing declining market share and volatility in sales. The consumer challenge was to maintain the market position by attracting new users and convincing existing consumers that Pond's Face Wash was effective in protecting them against pollution.

Pond's launched an integrated campaign leveraging the power of mobile location-targeted technology using contextual messages tailored to when the consumer was most receptive to these messages, augmented with out-of-home (OOH) advertising. The campaign sought to educate Indonesian women about Pond's Facial Foam products by addressing the hidden dangers to which women are exposed during their daily train commute.