Top Secret’ pitch-winning work.

The challenge
As L’Oreal’s digital agency, we were tasked to create a campaign to launch skincare brand Vichy’s new product, LiftActiv Serum 10 Eyes & Lashes.

The solution
The trend for gaming among women is growing fast, so our pitch-winning idea was The Secret of Serum 10, a multi-platform online scavenger hunt. It was based around the ficticious and mysterious disappearance of Rachel Haller, Serum 10’s creator. Players were invited to interact directly with the characters and media channels within the game to solve plot-based challenges and puzzles to win prizes, samples and money-off vouchers. For maximum standout, we chose film noir illustration that combined 1940s styling with 21st century technology.

The copy
We devised a back story and plot that offered different levels of engagement depending on how deep the players wanted to get involved. The idea was that fake blogs and websites, Twitter accounts, Facebook pages and POS would be created to give players clues, background stories, product education and a sense of realism.

The results
We won the pitch! The Secret of Serum 10 ran, and if you played along, apart from bagging yourself some lovely beauty products and a money-off coupons, you would also have seen that it barely changed from pitch to reality – almost unheard of in this industry.