The Brief

Botox has just been launched in China and needs to increase brand awareness along with product function knowledge.

Creative Execution

Being a normal paper made DM, several simple creases directly shows the function of removing wrinkles.

Describe the creative solution to the brief/objective.

Win a simple expression - show how easy it is with Botox to look young again. Simplicity of the Idea also needed to express the simplicity of product efficacy. In the execution, we used folded Direct Mailers that consumers could stretch and discover how easy it is for them to look younger than their age.

Results

This DM are distributed in hospitals of Beijing, Shanghai and Nanjing. The click through to the web has been increased to 60% in one month’s time, the enquiry rate about the product also increasing rapidly.