L’Oreal Paris Men Expert is hunting for the 24Hour Man for its L’Oreal Paris Men Expert 24Hour Man Challenge.
The challenge was inspired by the launch of L’Oreal Paris Men Expert Hydra-Energetic Turbo Booster, a moisturiser developed for active men to enable them to maintain a fresh and healthy look for 24-hours.
The challenge is targeted at urban men aged 21 years old and above who lead an active lifestyle. Participants have to submit photos of themselves in the most “X-Treme” moment on L’Oreal’s official Facebook page, from which 24 finalists would be shortlisted.
The 24 candidates will then have to complete 24 challenges comprising physical and mental challenges to prove that they are man enough to last for 24 hours, while maintaining cool and good looks regardless of the challenges thrown their way.
“Participants of this competition will not only have to show what they are made of but must appeal to our judges as well as audience in terms of their outlook. We are looking for the active, sporting and fun guy who will capture our attention with his charm, wit and good looks,” said Goh Sa Ki, marketing manager of L’Oreal Paris.
The L’Oreal Paris Men Expert 24Hour Man Challenge will take place for 24 hours from 6 July to 4am on 7 July 2013 at Pavillion Kuala Lumpur, Celebrity Fitness Lot 10 and Zouk KL for the grand finale, to win RM24,000.
Among the challenges include doing as many sit-ups as possible within certain time limit, collecting kisses from the audience and picking up girls using their own tactics.
The campaign was promoted on various platforms such as social media, TV, print ads and on-ground activations.
For this campaign, media was managed by Maxus and creative by McCann Worldwide Malaysia.