Lux beautifies social gaming via JWT

JWT has created a new campaign for Unilever’s LUX. “LUX Fantastical Manor” is a Farmville Chinese game on Facebook – for Malaysia, Singapore, HK and Taiwan markets and it marks Unilever’s First foray into Social Gaming. The game was launched last Wednesday.

‘LUX Fantastical Manor’ is a one-month long event on Farmville Chinese, created by JWT and the #1 social gaming developer, Zynga.  The game presents players with an opportunity to beautify their farms with LUX limited edition beauty items while interacting with LUX Body Wash’s Asian Icon, Shu Qi on her LUX branded farm.

Players who visit Shu Qi’s farm are rewarded with a virtual currency: Beauty Potion that they can use to redeem LUX beauty items and beauty crops inspired by the brands’ products: fast growing Apricot and Cherries, a Cooling Mint Tree, and a Fragrance Tree; as well as Silk Protein Extract to use for glamorizing farm animals. These items and crops can be redeemed from the store to make a player’s farm more beautiful.

Players can also receive LUX Beauty Potion by harvesting Shu Qi’s crops, collecting Potion on their own farms, and by sending and requesting Potion with friends to increase their virtual revenue.

Severine Vauleon, Global Brand Director of LUX said, “People are spending more and more time in social games, with Farmville the #1 played social game globally. Many multinational brands have yet to tap into the massively growing Chinese speaking audience online. With LUX ‘Fantastical Manor’ we are introducing a fun, interactive way to engage the Chinese speaking LUX consumers in Malaysia, Singapore, Hong Kong and Taiwan who are avid players in Farmville Chinese.”

“Farmville Chinese is the perfect platform to add a touch of LUX glamour, which we call ‘Luxifying’ Farmville,” said Tay Guan Hin, Regional ECD, JWT Southeast Asia and Global ECD of LUX.  “‘LUX Fantastical Manor’ allows social gamers to participate with the brand in a more playful manner.”

CREATIVE CREDITS

Agency: JWT Singapore

Product Name: LUX Fantastical Manor

Client: Unilever

Break Date: 20 July 2011

Exposure: Hong Kong, Taiwan, Singapore and Malaysia

THE TEAM                        

Executive Creative Director/ Global LUX ECD: Guan Hin Tay

Art Director/ Designer: Pei Pei Ng, Iris Tan

Copywriter: Uma Tan

Planner: Pete Heskett,  Lydia Daly

JWT NY Director of Emerging Media: David Rosenberg

Business Director: Sam Williams

Senior Account Manager: Anjali Bewtra

Production Company: Zynga