This campaign by JEH United targets teenagers with acne problems. It positions the brand Smooth E as a gentle cleanser that cures acne. The key message is communicated through a romantic comedy series on Smooth E that associates using the product with a consumer's life. Through an entertaining story told across multiple episodes with music, the brand aims to solve facial problems and give consumers a better appearance.

1. Smooth E
The Love Story
Campaign
Agency : JEH United

2. Targeting

3. Teenager

4. Brand
Positioning
Statement

5. Target

6. Teenager
With acne problem

7. Benefits

8. Functional
Cure acne problem

9. Emotional
Tender to your skin

10. Reason
To Believe

11. Testimonial
New face - Rookie star

12. Endorser
Pharmacist

13. Key
Message

14. Smooth E
Smooth E
Smooth E
Smooth E

15. Execution

16. Factual
Message
No-bubble foam

17. Demonstration
How to wash your face

18. Dramatization
Many chapter - series

19. Slice of Life
In-love period

20. Humor
Funny story

21. 10 Good Characteristics
of Advertising

22. Advertising
Objective
Facial Attention

23. Distinctive
Romantic Comedy Series

24. Appeal
Associate
consumer’s life

25. Impression
and Persuasion
Story – Series - Music

26. Understanding
Easy communication

27. Consumer
Benefits
Solve facial problem

28. Believability
Unrealistic story

29. Brand
Awareness
Motion and Sound

30. Attitude
Better appearance

31. Production
Smooth Editing and
Persuasive Presentation

32. IMC

33. Short Film
Mania
Brand awareness

34. SMS
Activities
Participate with audience

36. Foreign Advertising
Volkswagen
A Crash Course to Shine

37. A group of young women who
make up while driving

38. Brand Positioning Statement

39. Target Market
Behavioral Segmentation

40. Consumer
Benefit

41. Reason
To
Believe

42. Key
Message

44. Execution

45. Factual message

46. Slice of Life

47. Dramatization

48. Presenter

49. 10 good
Characteristics
of
Advertising

50. 1 Advertising
Objective
is to educate young women.

51. 2 Distinction
This advertise is outstanding.

52. Makeup Tutorial
Video

53. Appeal
This advertising can reach a target group.

54. Slice group life
of a target
of

55. 4
Impressive
And
Persuasion

56. Stimulated
a car crash situation.

57. 5
Understanding

58. Use a message
Communication

59. 6 Consumer Benefit
Realizing the problem

60. 7
Believability

61. 500,000 road crashes are caused by
women drivers applying make-up.
The Telegraph
Read

62. 8 Brand
Awareness

63. Attitude

64. 10 Production

65. Integrated
Marketing
Communications

66. 1. Launch the campaign
information via the website

67. 2. Upload the commercial to
Youtube in a make-up tutorial
category

68. 3. Use an opinion
leader

69. 4. Check the feed back from
Twitter and newspapers

70. Thank you for your attention