Bioré UV Aqua Rich | IMC '23

PRODUCT SUPERIORITY

CONSUMER INSIGHT

COMPETITOR COMM

Bioré UV Aqua Rich Micro Watery Gel/ Essence –
Realize strong protection from harmful rays with super light watery and non-sticky cover

Feeling insecure with the current UV protection, young girls hesitate to leave the “shadow” where they feel comfortable with their current activities.

Other UV competitors, especially Skin Aqua also mentioned about comfortable & their visuals also implicate watery image.

COMMUNICATION ARROACH

Bioré UV Aqua Rich Micro Watery Gel/ Essence
MICRO-DEFENSE WATERY COVER FOR COMFORTABLY SHINING UNDER THE SUN

Thanks to THE MICRO DEFENSE TECHNOLOGY with THE LIGHT WATERY COVER,
Bioré UV Aqua can help you feel comfortable joining into out-of-the-shadow activities that you all want.

creative idea • creative idea • creative idea • creative ideaa

Như cá trong nước như em trong nắng

CONFIDENTLY SHINE UNDER THE SUN
AS FISH IN WATER WITH BIORÉ UV AQUA RICH

Just as water is the most favorable environment for fish, the outdoors is where young women can explore new potentials while shining their beauty and charms.

However, not as ideal as water, the outdoor world with heavy heat & harmful UV is the biggest obstacle that “trap” them inside the safe zone.

Brand role: With Micro Defense technology, Bioré UV Aqua Rich is here to protect our young women from harmful sun rays. Thanks to the light watery feeling and non-sticky finish, our Bioré young women find no bother in stepping out of the safe and getting comfortable with any new zone they explore, regardless of the summer heat.

15-SECOND TVC

KEY VISUAL

ENGAGING ACTIVITY

To enhance consumer understanding of the product and campaign concept while driving trial, we developed an engaging Facebook game called "Mình 'cá' là...." (I bet that...).

Users are prompted to participate in a video challenge where the content is creatively related to the concept of "Fish in Water" or the product itself.

(Find out more about the challenge: here)

EDU-TAINING CONTENT SERIES

Amidst the online confusion surrounding sunscreen choices, Bioré steps in to filter and present accurate, useful information to consumers. Introducing "Rumour Has It..." - an edu-taining content series from which the brand can easily and deeply educate about Micro Defense technology and the tangible feeling resulting from the watery effect.