As the launching product of the Lakmé Fashion Week Winter/Festive 2015 was Lakmé Absolute Lip Pouts, which meant play-time with the ‘pout’, Lakmé went ahead and gamified the launch to bring-in an engaging element with the on-ground visitors at the Lakmé Fashion Week.
For the game, people had to strike out the pouts and if they got a high score, they won a Lakmé Absolute Lip Pout that came out automatically from the vending machine dispenser. LIVE Command Center was also installed at LFW to optimize social listening and reach out to the audience. The campaign was conceptualized by The Glitch and also managed all the digital activities around it.
Speaking on the activity, Prachi Maroo and Sunetro Lahiri, Strategy and Creative Leads for Lakmé at the Glitch commented, “With every new launch at Lakmé Fashion Week we have a new frontier to cross, a new 'first' to establish and outdo the predecessor. This time around, the air was perfect to have the brand break into a more playful vibe and have some fun. Be it online through gamified content, on-ground through the wildly popular Pout Play Station or the overall strategy deployed across mediums, Lakmé redefined 'playtime' amidst fashion week, a first for the brand, indeed.”
Speaking on the success, Smriti Khullar, Brand Manager Lakmé, stated, “The launch campaign for Lakmé Absolute Lip Pouts was "Playtime for your pouts". The pout play zone with the gaming console and the photo-booth was the perfect way to bring this alive- it was fun, inviting and addictive- no one at LFW could resist it!”
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