Title | DON'T BE A MEAL FOR MOSQUITOES |
Brand | OFF! /SC JOHNSON |
Product / Service | MOSQUITO REPELLENT |
Category | B02. Consumer Products & Services |
Entrant | DRAFTFCB CHINA Shanghai, CHINA |
Entrant Company: | DRAFTFCB CHINA Shanghai, CHINA |
Sales Promotion/Advertising Agency: | DRAFTFCB CHINA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Eddie Wong | DRAFTFCB | National Executive Creative Director |
Edward Liu | DRAFTFCB | Creative Director |
David Chu | DRARTFCB | Associate Creative Director |
Fan Luo | DRARTFCB | Senior Art Director |
Lyn Zhou | DRAFTFCB | Associate Art Director |
Party Zhang | DRAFTFCB | Copywriter |
Helen Xu | DRAFTFCB | Senior Producer |
Chee Tor | DRAFTFCB | Business Director |
Eva Hu | DRAFTFCB | Senior Account Director |
During summer, people enjoy outdoor activities such as shopping, travelling, trekking, picnics, alfresco dining and so on. Like people, mosquitoes enjoy summer too.
“DON’T BE A MEAL FOR MOSQUITOES!” is the idea for OFF! 2011 summer campaign. The campaign uses 3D paintings to draw consumer’s attention to the message of using OFF! to protect themselves from annoying mosquitoes that spoils their outdoor activities. At 4 high traffic outdoor locations in Shanghai, consumers were entertained and given samples of the product.
The activation created not only brand exposure but also brand interaction. As a result a strong connection was built for the brand with outdoor enthusiasts.
Engaging consumers at the right place, at the right time! A time where they are a potential meal to mosquitoes.