Case Study
Lux Blooming Gardens
Client: Unilever Indonesia
Agency: Mediacom
Date: March 2022
InMobi Creative Studio
Art Director: Anna Ow
Developer: Dipankar Ghosh
Mobile Activation, UI/UX Design, Illustration, Gamification
Background
Lux is launching a new line of body washes that highlight botanical ingredients known for their natural beauty benefits. This campaign seeks to engage users in an interactive and memorable way while educating them about the unique floral ingredients.
Insight
Consumers are increasingly seeking products with natural ingredients and are more likely to remember information delivered through engaging and interactive formats. Gamification and reward-based strategies can effectively capture consumer attention, enhance information retention, and drive higher engagement rates.
Creative Concept
Candy Crush has been a top gaming ad in Indonesia, demonstrating its widespread popularity and user engagement. By adopting similar game mechanics, Lux can tap into the existing familiarity and excitement that users have for such games. This familiarity reduces the learning curve, allowing users to dive straight into the gameplay and enjoy the experience without needing extensive instructions.
The “Blooming Gardens” matching game perfectly complements Lux’s brand campaign by incorporating botanical and floral elements. Each flower in the game represents a different ingredient in Lux’s body washes, seamlessly integrating product education with entertainment. As users play, they learn about the natural ingredients that make Lux Botanicals special, enhancing their connection to the brand.
Illustrated Game Elements
Buttons, Panels
Visuals: Use vibrant custom-made illustrations of flowers and botanical ingredients to create an appealing game environment. Each illustration is distinct & visually captivating.
Interface: Design a user-friendly interface that emphasizes natural beauty and simplicity.
Educational Pop-ups: Integrate information about each botanical ingredient’s benefit without interrupting the gameplay.
Animations: Incorporate smooth animations for matching actions and transitions, enhancing the overall gameplay experience.
combining the elements of gaming, education, and rewards.
Results
Flower power at your fingertips
The Lux Botanicals interactive game is crafted to provide a captivating, educational, and rewarding experience for users. By gamifying the learning process about Lux’s floral ingredients and offering a tangible reward, the campaign aims to not only engage and educate but also drive conversions through a seamless integration with Tokopedia. This comprehensive approach ensures that Lux’s new botanicals line stands out in a crowded market, creating lasting impressions and encouraging product purchases.