sk-ii page five
CONCEPTS / OLYMPICS X SK-II SOCIAL + BRICK/MORTER TAKEOVER
CHAMPION SKINCARE CHALLENGE: SK-II WAS NOT INVOLVED WITH ANYTHING OLYMPICS DURING THE 2 WEEK PERIOD WHEN EVERYONE IS OLYMPICS OBSESSED. WE DEVELOPED A WAY TO KEEP SK-II RELEVENT DURING THIS PERIOD BY REFERENCE THE OLYMPICS – WITHOUT ACTUALLY SPONSORING THEM
CONCEPTS / TRAVEL RETAIL
CHANGE DESTINY SK-II SPECIFIC SKINCARE TIPS ARE LIGHT-HEARTEDLY INCORPORATED INTO AN IN-FLIGHT SAFTEY VIDEO; WHILE ALL THE WHILE KEEPING IT INFORMATIVE
ACTIVATION CONCEPTS / TRAVEL RETAIL
CHANGE DESTINY ACTIVATION FOR IN-FLIGHT SAFTEY VIDEO CONCEPT
Would you ever give up your seat on an overbooked flight? Doing so may change the way you experience your destination.
It might even change your destiny.
PRE-DEPARTURE: At check-in, we tell select passengers the flight is overbooked and ask them whether they’d be willing to give up their seat.
To encourage them, we offer an SK-II voucher to be used at Duty-Free.
IN-FLIGHT: Those who agree are in for the surprise of their lives: instead of boarding a commercial jet, they’re flown on a private jet
outfitted with a full spa and treated like royalty.
AT THE DESTINATION: The spoiling continues on the ground.
ACTIVATION CONCEPTS / TRAVEL RETAIL
CHANGE DESTINY ACTIVATION FOR IN-FLIGHT SAFTEY VIDEO CONCEPT
There’s a big celebrity (an SK-II Ambassador) amongst us. But she’s traveling incognito and in disguise. Be the first one to spot her and win big.
PRE-DEPARTURE: At check-in, women are told about a celebrity sighting. Rumor has it she’s hitting the Duty-Free...
IN-FLIGHT: Safety Demo video / Prompted by continuous rumors (maybe even a flight attendant announcement);
the celebrity search continues on board.
AT THE DESTINATION: Winner gets to ride in the celebrity’s limo all the way to the hotel, where they receive the royal welcome.
ACTIVATION CONCEPTS / TRAVEL RETAIL
CHANGE DESTINY ACTIVATION FOR IN-FLIGHT SAFETY VIDEO CONCEPT
Everybody loves a good treasure hunt. Especially if the reward is a $1000. voucher. And the long-term promise of crystal clear skin.
PRE-DEPARTURE: We plant the first clues the moment she books her travel. We continue to plant clues on her way to the airport.
At check-in, at the gate.
IN-FLIGHT: The treasure hunt continues on board (there are also clues in the video).
AT THE DESTINATION: The final act is played in the baggage claim area, where the reveal of the treasure and the reward takes place.