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  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    FLAT MAIL & PRINT
  • COMPANY ENTERING :
    BBH CHINA, SHANGHAI
  • ENTRY TITLE :
    ANTI-BACTERIAL RED PACKET
  • BRAND :
    LIFEBUOY
  • ADVERTISER :
    UNILEVER CHINA
  • AGENCY :
    BBH CHINA, SHANGHAI
  • CHIEF CREATIVE OFFICER :
    JOHNNY TAN
  • EXECUTIVE CREATIVE DIRECTOR :
    LEO ZHANG
  • CREATIVE DIRECTOR :
    JAY QIAN/JEFFREY SUN
  • COPYWRITER :
    SUMMER SHE/DEREK LUI
  • ART DIRECTOR :
    WOODY PAN/YOYO YANG
  • AGENCY DESIGNER :
    WOODY PAN/YOYO YANG
  • ACCOUNT DIRECTOR :
    REI ZHANG
  • ACCOUNT EXECUTIVE :
    COBAIN CHENG/RUBY HE
  • STRATEGIC PLANNER :
    JONATHAN KOH
  • FILM PRODUCTION COMPANY :
    BBH LIVE, SHANGHAI
  • DIRECTOR :
    LEO LIU
  • GAFFER :
    LEO LIU
  • EXECUTIVE PRODUCER :
    ELLA CAO
  • FILM PRODUCER :
    ELLA CAO
  • PRODUCTION ASSISTANT :
    IRIS ZHANG
  • HEAD OF OPERATION :
    JANEL KOK
  • POST-PRODUCTION COMPANY :
    BBH LIVE, SHANGHAI
  • EDITOR :
    LEO LIU/BILLY ZHOU
  • POST PRODUCER :
    ELLA CAO
  • PRINT PRODUCER :
    JIMMY LIU
  • THE BRIEF :
    THE BRIEF FROM OUR CLIENT WAS TO CREATE BRAND AWARENESS DURING THE CHINESE NEW YEAR HOLIDAY- THE MOST CLUTTERED MEDIA ENVIRONMENT WHERE SIZE OF MEDIA BUDGET TYPICALLY DETERMINE SHARE OF VOICE. WE NEEDED TO CREATE SOMETHING TOPICAL THAT WOULD CUT THROUGH THE CLUTTER AND SOMETHING THAT COULD EXIST AT THE VERY HEART OF THE HOLIDAY. OUR AIM WAS TO CREATE AN EXPERIENCE THAT PUT THE PRODUCT INTO CONSUMERS’ HANDS AND GAVE THEM A REASON TO TRY.
  • THE STRATEGY :
    OUR RESEARCH FOUND THAT OVER $17BILLION WORTH OF CHINESE RMB IS EXCHANGED DURING CNY USING RED PACKETS. AND NOT SURPRISINGLY, THIS CASH IS COVERED WITH OVER 10M GERMS! AS AN OPPORTUNITY SPACE FOR DESIGNING A NEW PRODUCT. OUR AUDIENCE IS CHINESE MOTHERS WITH YOUNG CHILDREN. THE BIGGEST CHALLENGE THEY FACE: KEEPING THEIR KIDS GERM-FREE. ESPECIALLY DURING THE CHINESE NEW YEAR, WHEN MOMS ARE EXTRA STRESSED BECAUSE THEIR KIDS RECEIVE TRADITIONAL RED PACKETS. THE ONLY WAY TO GET THEM TO KNOW ABOUT AND TRY LIFEBUOY WAS TO CREATE A TRIAL SITUATION THAT DELIVERED A SAMPLE DIRECTLY INTO THEIR HANDS.
  • THE EXECUTION :
    INTRODUCING: LIFEBUOY RED PACKETS, THE FIRST CHINESE NEW YEAR RED PACKET MADE OF ANTI-BACTERIAL SOAP. IT FUNCTIONED BOTH AS
    A RED PACKET AND SOAP. PARENTS USED IT TO CONTAIN CASH GIFTS FOR THEIR CHILDREN, CHILDREN KEEP THE MONEY, THEN USE THE PACKETS TO ACTUALLY WASH THEIR HANDS; EFFECTIVELY KILLING GERMS AT
    A CRUCIAL TIME. THIS PRODUCT CREATED AN EXPERIENCE THAT INTEGRATED OUR PRODUCT INTO THE CHINESE NEW YEAR GIFTING RITUAL, IT WASN’T JUST A PRODUCT PLACEMENT- IT WAS AN ESSENTIAL PART OF THE EXPERIENCE.
  • THE RESULT :
    OVER THE CHINESE NEW YEAR PERIOD (FROM 17TH TO 25TH FEB), LIFEBUOY’S RED PACKET CAMPAIGN REACHED OVER 270,000 TARGET HOUSEHOLDS. BRAND AWARENESS UP BY 17%. A TOTAL OF 830,000 USD IN FREE MEDIA IMPRESSIONS. IT RECEIVED 1.77 MILLION VIEWS ON WEIBO WITH OVER 2,300 SHARES AND COMMENTS, AND OVER 150,000 READS ON WECHAT. LIFEBUOY’S BAIDU SEARCH INDEX INCREASED OVER 300%.
    IT RECEIVED MENTION ON OVER 20 INDUSTRY WEBSITES.