Lux Masquerade Princesses turn Ntv7 heads

• Ntv gives Lux Masquerade campaign coverage
• In second phase following over 2,000 contest entries
• Contest voting being promoted on TV, print, online and PR
• Lux products appeal strongly to Malay females

Malaysia - Ntv7 has picked up on Unilever's Lux Masquerade Princess Malaysia marketing campaign and decided to cover the effort on the channel's The Breakfast Show last Friday.

The Breakfast Show interviewed Unilever representatives from the marketing team as well partners and sponsors behind the beauty contest, including Malaysian footwear brand Lewre and fashion designer Eric Choong.

The campaign launched back in July as a search for a Malaysian Lux Masquerade Princess and is an extension of a Lux campaign featuring former Miss World title holder, Priyanka Chopra.

Lux, supported by TV, print and online initiatives, activated three roadshows in malls around Kuala Lumpur, Penang and Johor Bahru where consumers who had purchased up to RM30 worth of Lux products in a single receipt could go to the event, get a makeover, and join the competition.

The first phase of the campaign saw over 2,000 entries while the second phase rolled out on 1 October with voting opening for six shortlisted contestants.

Advertising spots promoting the competition have been screening on free-to-air stations as well as on pay-tv channels however leading daily Harian Metro with its Malay audience is understood to be a key driver given Lux's popularity amongst Malay females here.

Facebook is also being used to hype the campaign which climaxes on the 26 November with a Lux Masquerade Party final party. Lux will hope to leverage on media coverage of the event for its brand.

Public relation activities are also working to up the profile and marketing success of the campaign including a Lux Masquerade Princess Grooming Tea session with the media tomorrow at KLCC.

Lux Malaysia brand manager Tammie Oon said the rationale behind tomorrow's event would not be dissimilar to the etiquette classes seen in Hollywood movie, The Princess Diaries.

Voting ends 11 November.

The original idea behind Lux Masquerade Princess in Malaysia stems from a masquerade ball themed TVC featuring beauty queen Priyanka Chopra originally intended for the India market. It was subsequently expanded to include Malaysia, Indonesia, and Egypt

It was created by JWT Singapore alongside JWT Mumbai and Pakistan.

Lux works with JWT in Malaysia.

_________________________________________________________________________________________

More quality Lighthouse titles

Managing people? For HR and leadership strategy, Human Resources has it covered.

Want to get on the right side of the procurement department?
Direct them to Procurement Asia