Swiss pharmaceutical company partners with McCann Worldgroup Thailand to find new ways to communicate during the pandemic
Galderma Thailand, the partner of choice for skin healthcare professionals worldwide, known for its innovative aesthetics solutions, has launched its latest social media campaign in collaboration with McCann Worldgroup Thailand. Galderma, which provides products for aesthetic treatments, including botulinum toxin (botox) and dermal fillers, wanted to find new ways to communicate during the Covid-19 pandemic, a time when beauty clinics are closed in Thailand.
'Face-xercise' is a game which invites participants to strengthen, stretch and massage their facial muscles for a more youthful and refreshed look, as a temporary alternative to visiting a beauty clinic. Hosted on the Galderma Thailand Facebook page and designed to be fun and uplifting, participants can play 'Face-xercise' challenging their friends to compete for the highest scores.
The campaign will run throughout the month of July. At the end of the campaign period, Galderma will award the gamer with the highest number of likes, comments and shares with aesthetic treatment vouchers, which can be redeemed at participating clinics.
Narudol Karadist, creative director, McCann Worldgroup Thailand said: "We recognise that people are often stressed, lonely and bored, whilst staying at home. We, therefore, wanted to create a fun experience from Galderma that offers a bit of light relief. Importantly, the campaign is not just about entertainment value, but also reflects the core value of the brand and their products as well."
The campaign is part of Galderma’s ongoing #ExpressYourConfidence campaign, which communicates the benefits of ABO Active 3D (botox treatment), focusing on a more natural beauty look. Hence the game includes call-to-action messaging depending on the facial expressions shared by the participants, advising them when it might be time to visit a clinic.
Pirapat Sriwattanawong, head of aesthetic and prescription unit and Yada Netisophakul, group product manager, Galderma Thailand remarked: “We are excited that this campaign engages with existing and new customers, raising awareness of natural expressions (not the frozen look) and creating a buzz, whilst effectively driving traffic to our website.”