The Brief

Sleeping is a comtempory problem for pressured white collar women. Our client wants to launch a new functional supplements 'dates essence' with the function of improve sleep and therefore make girls more beautiful. Client doesn't have enough budget for mass (TV) media, they expect much-directed to their target with limited budget.

Creative Execution

Using the real gift/premiums- 'eye patch' as DM is the most special point of this creative.

Describe the creative solution to the brief/objective.

Eyes are reflection of beauty and eye patches symbolize sound sleep. We used the Eye Patch as DM to convey the idea of sound sleep and several pairs of beautiful eyes are shown behind the eye patches to convey the idea of beauty through sleep and also to make the brand and product desirable + aspirational for consumers.

Results

This activity takes place in both Shanghai and Beijing, lasting for 2 weeks. 50,000 eye patches were distributed to target audience. Directly affecting about 50,000 consumers. Cooperating with the ATL and internet promotion, this activity brings more than 15,000 clicks through to the sales website, and also wins high evaluation and appreciation from the client.