Impero won the ‘Consumer Products or Services’ category at The Drum Awards for the Digital Industries 2021 with its campaign for Dr Jart+. Here, the team behind the winning entry share the secrets of this successful project.
The challenge
Dr Jart+ had become a cult brand in South Korea through its immersive branded experiences, however these weren’t possible in the UK in the middle of a pandemic.
Instead, the situation offered an opportunity to push the boundaries of the beauty category’s creativity and disrupt the landscape by using technology to reach and engage an audience who couldn’t leave their homes.
Our objective was to launch Dr Jart+ in the UK and build a cult following around hero products in its Cicapair range by disrupting the beauty-launch landscape in the middle of a pandemic and using technology to create an immersive, digital brand experience.
The strategy
Most skincare brands talk of sensitive skin as a skin problem v product solution. They tell us the problem is with our skin, or skin type, but Dr Jart+ doesn’t believe this to be the case. Instead, our strategy asked consumers to rethink their skin and skincare by showing them that sensitivity is not a problem caused by their own skin deficiencies but by outside environmental aggressors. Unlike other brands, Dr Jart+ Cicapair helps to soothe and restore the skin’s natural barrier to fend for itself.
To bring this strategy to life in the middle of a pandemic, not only did we have to rethink the traditional beauty launch mechanic, we had to redefine how consumers would engage.
The result? A beauty launch campaign like no other.
The campaign
Consumers couldn’t attend a branded experience, so we brought the world of Cicapair to them through the power of immersive AR.
We started by collaborating with cutting-edge digital artist Rek0de, known for blending physical and digital worlds, to create a 360° film featuring the least skin-friendly place in the UK – Piccadilly Circus – with its blue light, stress and pollution.
We then brought the iconic Dr Jart+ Cicapair tiger to life as a trigger for the transformation of Piccadilly Circus from harsh to soothingly calm. With a single roar, the …….
