SMOOTH AS SILK

TitleSMOOTH AS SILK
ClientSUPOR
Product / ServiceSOYBEAN MILK MAKER
CategoryA01. Event & Field Marketing
EntrantDRAFTFCB CHINA Shanghai, CHINA
Entrant Company:DRAFTFCB CHINA Shanghai, CHINA
Sales Promotion/Advertising Agency:DRAFTFCB CHINA Shanghai, CHINA

The Brief

Let potential consumers experience the silky smooth taste so as to encourage purchase intent.

Describe how the promotion developed from concept to implementation

Outside major electrical stores and shopping malls in Shanghai, Supor’s resident magician magically shows consumers that Supor soybean milk maker produces soybean milk that’s smooth as silk.

Describe the success of the promotion with both client and consumer including some quantifiable results

Not as dramatic as the magical performances, however a rise in sales of 15% is really a magical number for the highly competitive category. So the magical performances will continue to take place in more places.

Explain why the method of promotion was most relevant to the product or service

Not as dramatic as the magical performances, however a rise in sales of 15% is really a magical number for the highly competitive category. So the magical performances will continue to take place in more places.

Credits

Name Company Position
Eddie Wong DRAFTFCB National Executive Creative Director
Leo Lee DRAFTFCB Creative Director
Marc Wang DRAFTFCB Creative Director
Cecily Yao DRAFTFCB CopyWriter
Haibo Huang DRAFTFCB Art Director
Gary Li DRAFTFCB Art Director
Bill Bu DRAFTFCB Art Director
Robin Chen DRAFTFCB Head of TV Production
Fiona Fang DRAFTFCB Group Account Director