FRESH YOUNG STAR

TitleFRESH YOUNG STAR
BrandCLEAN AND CLEAR
Product / ServiceSKINCARE
CategoryA01. Best Use of Television/Cinema
EntrantOMD CHINA Shanghai, CHINA
Entrant Company:OMD CHINA Shanghai, CHINA
Media Agency:OMD CHINA Shanghai, CHINA

Credits

Credits

Name Company Position
Cherrie Ngai OMD Business Director
Joanna Zhang OMD Associate Director
Jessie Yuan OMD Associate Manager

Results and Effectiveness

And for the brand, the results have been phenomenal: • 57% of F13-18 now agree that C&C is a “Brand that understands me the best” compared to the closest rival who only registered 19%. • 48% feel that C&C is the “Brand for someone like me”, signaling a stronger resonance of the brand with the consumers. The show was immensely popular for the audience – ratings for the time slot grew over 300% and as a media property was incredibly valuable in the schedule. Awareness contribution from TV increased 14 points! Magazine awareness doubled from 3 to 6%.

Creative Execution

• My Show is the most popular talent show in China as it resonates with teens’ desire of becoming the ultimate teen idol. • But given its popularity, title and co-sponsorships were cluttered and undifferentiated. • C&C took a more creative approach. The brand was seamlessly integrated through a customized segment called C&C Fresh Young Star - a special title to be bestowed upon 2 rising stars. • Contestants go through a series of challenge to showcase their talents and to prove their spirit in pursuing their dreams against all odds. They must also demonstrate that they can be good role models as they will ultimately represent C&C as brand ambassadors. • Even though the show was only aired once a week, regular vignette updates, podcast episodes online and magazine write-ups of the contestants were supplemented to create multiple points of exposure reflecting the current consumers’ broad media diet.

Insights, Strategy and the Idea

Background and Objectives: • Clean & Clear is well-known as the problem solver of oily or pimply skin. • Once the skin problem is solved, these previously loyal consumers have no hesitation to move on, abandoning CNC for the newest offering on the market. Consumers: • Chinese teens often have unfulfilled ambitions, yet motivation to pursue their dreams is hampered by lack of self-confidence. Many are not willing to explore new boundaries, they lack inspiration. • Often as an only child, they idolize celebrities and see them as role models. In fact, many dream to one day become a celebrity. Strategy: • The challenge is to build a stronger personal bond with consumers, tying them to the brand through more than just functional need, and maintaining their loyalty. • CNC can act as an enabler; helping them to reach their dreams, experience possibility, and the confidence to fulfill their ambitions, thereby increasing brand relevance.