AR / Social / Influencers

Carmol: Cool Massage

We turned the way you apply Carmol, rubbed into the temples, into an Instagram AR effect that gives you the massage.

Client: Biofarm
Brands: Carmol
Year: 2019-20
Markets: Romania
What we did: Digital idea, AR effect, Instagram, Influencers, Microsite, Paid media

Carmol is the cold rub your parents used on you. For winter 2019-20 Biofarm gave it a limited-edition “cool” bottle and a TV spot with the line “Poți fi cool chiar și când ești răcit”: you can be cool even with a cold. The bottle, the spot and the line were Biofarm’s. Our job was to take them online, where young adults had Carmol filed under outdated.

Case film for Carmol Cool Massage, the AR effect that won IAB MIXX Romania 2020 in the VR and AR category.

So we put a Carmol temple massage on people’s phones. Cool Massage was an Instagram AR effect: open it and two hands come into frame and rub your temples, the way you apply Carmol, next to the bottle and a box of tissues. Carmol had no Instagram account, so we opened @carmol_flu. It started with 50 followers.

Two hands rub your temples, the way you apply Carmol, with the limited-edition bottle and a tissue box in frame.

Gabriela Atanasov (Sweet Paprika) shot her content at the Kitsch Museum. Flick wrote “cold poems”. Ana Morodan and Andrei Niculae ran giveaways. The microsite, fiicool.carmol.ro, played the spot and had relaxing “cold” music on tap. Paid media ran for two months: banners on 13 Romanian sites, Google Search, YouTube, Facebook and Instagram.

The two Carmol Flu limited-edition bottles from the winter 2019-20 season.

By 23 December 2019, when we announced it, the effect was already in over 1,000 stories. 58% of the people who engaged were 18 to 24, the age group we were after. In 2020 it won its category at IAB MIXX Romania. The category name: “The most succulent Virtual and Augmented Reality Campaign”.