McCann Erickson and L’Oréal Paris have launched in Singapore a new product campaign for the latest L’Oréal Paris Derma Genesis Pore Minimising product range. For the awareness drive, an interactive element called the Pore Calculator Online Challenge allows users to calculate the number of pores on their face by simply uploading their pictures to a micro site: www.porecalculator.com. The more pores there are, the higher the level of oiliness of the skin.

Targeting females aged 18-25, the interactive element has additional support from online banners, print and outdoor advertisements that drive web traffic to it. There even is a Facebook application of the Pore Calculator for the social media side to it.

Registered users are also invited to upload pictures of their friends for the Pore Calculator Challenge where the more pores they collect online, the higher chances they have of winning free L’Oréal Paris Pore Minimising range as well as the top prize of a trip for two to Tokyo.

Farrokh Madon, ECD, McCann Erickson Singapore said, “With the Pore Calculator, L’Oréal engages with a young target audience in an entertaining and interactive way while building a data bank of users. Fun meets function in this integrated campaign that includes social media like Facebook to truly connect with Singapore’s youth.”

Since the microsite went live, the contest has seen a steady stream of users registering and uploading pictures of themselves and their friends with the current top scorer in the Pore Calculator Challenge, holding the record of an amazing 349 million pores collected.




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