“No Pain No Gain”Radio Campaign – May/June

2011

“THINK SKIN THINK KAYA”

Objective & Insight The objective was to embed “painless” feature of the

revolutionary laser among consumers

No Pain for laser is a complete anti-thesis and therefore the possible route could be to dwell into other things that are antithesis and associate Painless Kaya Laser

Most people are opinionated on the phrase “No Pain No Gain” and this known phrase fits well as an antithesis to Kaya offering

Idea Instead of identifying different occasions that could be

antithesis to Pain, we started a national discussion on arguably much debated and known slang “No Pain , No Gain”

People were incited to argue if they agree with the phase “No Pain, No Gain” and the argument was concluded with the Kaya offering of Painless Gain

The claim was substantiated by RJ’s after trial and consumers were offered trial

The campaign anchored around radio and carried forward on social media and PR

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Modus Operandi

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Kaya Skin Clinic Painless Laser Radio Campaign -

2011

The start of a 5 Week Campaign on Al Rabia and Channel 4

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NO Pain, No GainWith Kaya Skin Clinic

Week 1: Discussion - Painful Laser & No Pain, No Gain

Channel 4 FM Al Rabia FM

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General Discussion about how Painful Laser Hair removal and the idea of “No Pain, No Gain”. Lead by RJ’s laying the foundation for people’s involvementThe Discussion leading to No Pain, No Gain. Is it true that you Have to go through the Pain to have the Gain?

Week 2: Inviting the RJs to Go to Kaya Skin Clinic

Channel 4 FM Al Rabia FM

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General Discussion about how Painful Laser Hair removal and the idea of “No Pain, No Gain”, until the Station receives a call from Kaya Skin Clinic offering the RJs to come down to the Clinic and try the New Revolutionary Kaya Painless Laser Hair Reduction.

The Discussion leading to No Pain, No Gain. Is it true that you Have to go through the Pain to have the Gain?

Competition Starts on Al Rabia with Listeners calling in with their stories for or against the theme of No Pain No Gian

Competition Starts:

Radio Jockey’s Experienced Painless Laser

RJ’s realized that its actually Painless

Made them believe more Spoke about their own Experience

on Air with the Live link from Clinic

Feedback:

Week 3:Competition– “No Pain No Gain” DebateChannel 4 FM Al Rabia FM

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Debate about “No Pain, No Gain” with the Revolutionary Kaya Painless Laser.

Asking Listeners to Call The Station with their argument and giving them a chance to enter the End of Week Draw to Win AED 1,500 worth of Painless Laser Service at Kaya.

The Stations (Starting last week on Al Rabia) Received Many Calls from Listeners Every Day each trying to convince their point of view, the interaction with the consumer on a more personal level begins this week.

Week 4: Competition – Yes or No Game Channel 4 FM Al Rabia FM

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Debate about “No Pain, No Gain” with the Revolutionary Kaya Painless Laser.

Asking Listeners to Call The Clinic to Participate in the Yes or No Game and giving them a chance to enter the End of Week Draw to Win AED 1,500 worth of Painless Laser Service at Kaya.

The Station Received Many Calls from Listeners, the interaction with the consumer started Growing and created a high increase in SMS responses.

Week 5: Run of Spots + Live Links from Kaya Skin Clinics

Channel 4 FM Al Rabia FM

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Run of Kaya Spots on the Breakfast Show.Thursday Live Links from Kaya skin Clinic – Town Centre on Channel 4 and Kaya Skin Clinic Sharjah on Al Rabia FM.Interview with the Manager and Doctor about the new Kaya Painless Hair reduction system.

Social Media Kaya Skin Clinic Banners on The Channel 4 and AL Rabea

Websites, as well as on the Channel 4 Facebook Page.

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Kaya Skin Clinic – Radio Campaign 2011SMS and Calls Responses By the second week of the Kaya Radio Campaign, the interaction

with the listener began, and evolved upwards with an increase in SMS responses week after week throughout the 5 weeks of campaign.

The Listeners felt included in the discussion and the stations received calls every day from people sharing their stories, telling us about the pain they went through to achieve what they had set as a goal

The Debate about No Pain, No Gain was the Main Topic of conversation, the campaign came to an end where the RJ concludes that with Kaya Painless Laser

you can have all the Gain with No Pain.

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Kaya Skin Clinic – Radio Campaign 2011 The Creativity of our Radio Campaign, introducing No Pain, No

Gain as part of our Message and interacting on the subject with the listener, taking in their stories and opinions makes them feel involved in the campaign and with the Brand.

Our Radio Campaign Was

Engagement & Creativity is a MUST on radio.

Creating interaction between the Brand and the Listener is a MUST.

Offering the Listener a chance to try our product for Free is motivating.

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Successful

SMS Evaluation

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Radio Campaign178 SMS since the Start of Radio in 20 Days (UAE Only)

Avg 9 messages per day