The Campaign

In 2015, Mighty organized a national tour in partnership with the World Heart Federation (WHF) in more than 30 cities, to promote physical exercise as a health benefit to keep heart healthy. This communication activation was a real success, becoming a hot topic among the national Line Dance community. Following the 2015 communication campaign, we proposed to Mighty to develop a large-scale campaign through a unique activation to engage directly consumers, on a national level. The idea is to promote the brand image through the healthy lifestyle and physical exercise / fitness.

Execution

To carry out this project, we have been working closely with the Chinese Sports authorities to launch a Line Dance world record attempt (Guinness World Record) simultaneously in 6 cities with more than 30,000 participants on the May 21, 2016. We created a song, with brand elements, specially designed for the campaign, but also a special choreography designed by the star of fitness and "Line Dance" Wang Guangcheng. The aim is to increase Mighty awareness but also to create assimilation between the brand and Line Dance. Of course, an extensive communication plan (PR and media) will support this activation, in order to ensure a high media coverage.

The idea is to create buzz around this campaign and make it a viral “hot topic” in all Chinese media. The result came out with successful figures as well. -Total 31,697 participants across mainland china in 6 cities at the same time (Beijing, Shanghai, Guangzhou, Chengdu, Shenyang and Xi’an) -We broke the Guinness record -300+ Media related the story around the world. -RMB 12M+ media coverage value.

The Situation

-Greatest events only go to the greatest awards. -Spikes is definitely the right stage for making sound for this World Guiness campaign. -This is the first time in the history that we have the popular "line dance" large in China. -The events in 6 cities happened at real same time. -Probably also the biggest make sound for healthy event in the world.

The Strategy

The "Line Dance" or "Square Dance" is a very popular dance in China. This kind of dance is usually practiced in public space or public gardens. People practice Line Dance to exercise and keep fit, but it is also a way to socialize since the dance is primarily a group activity. Line Dance is associated with healthy living when combined with a balanced diet. During the last few years, Line Dance has become more and more popular and gathers more and more fans among middle-aged and older people, who are the core target of cooking oil. And our strategy is to show the importance of physical exercise combined with a healthy diet, but also to build a meaningful, trustworthy and engaging relationship between Mighty and consumers.