The Brief

The objective of this new chocolate brand launch is to create brand awareness, encourage product trial and consequently generate sales at Watson’s stores across China. Target audience group is among 22 to 30 years old consumers who represent the peer group opinion leaders, fashionable and progressive. The creative strategy is to bring “Art of Expression” (brand slogan) to life in the retail environment (displays, uniforms, and gifts) as a tool to deliver the brand essence “Shine through Substance” among target audiences. Activations are carried out in Watson’s top 200 stores focusing on weekends and key chocolate occasions.

Creative Execution

Our research shows that the targeted consumers in China lacked motivation and also platforms to discover and appreciate real quality/substance, especially communicating such quality/substance with their peers. The creativity is originated from these findings. The brand essence of ‘Art of expression’ aims at encouraging consumers to live in a progressive way and freely express themselves, thus empowering them to ‘Shine’ and display their qualities and ‘Substances’. The brand sales promotion created the stage for targeted consumers to explore and to be proud of their own qualities and thus to extend it to their networks.

Describe the creative solution to the brief/objective.

200 promoters are granted in 34 activation days at Watsons to pull 1 million shoppers to experience ‘Shine through Substance’ value proposition and to get the means to repeat such experience with their peers beyond retail. To do so, customers get to compliment themselves by naming a positive substance and receive the matching chocolate flavor sample. Customers obtain the following two tools: - Senz Sharing Card (with a sample) written with ‘My gift to you’ and ‘To me, you are…’ (write compliments) - Senz Pen with Senz gift box by writing a greeting substance on the package.

Results

Key results: - 23 tons sold, achieving 101% target - 12 percent market share within Watsons. During Xmas Senz reached 17% share and Valentines Day 15% - 6 million brand impressions - 1 million pieces sampled to key targeted consumers driven by 200 promoters in 34 promotion days across 18 cities - 89% of consumers who bought Senz said they would buy Senz again - Sales up to 6x versus not having activations