Title | MOUNT FEATHER |
Brand | OR TEA? |
Product / Service | MOUNT FEATHER TEA |
Category | A07. Point of Sale |
Entrant | LEO BURNETT GUANGZHOU, CHINA |
Entrant Company: | LEO BURNETT GUANGZHOU, CHINA |
Design/Advertising Agency: | LEO BURNETT GUANGZHOU, CHINA |
Name | Company | Position |
---|---|---|
Chong Kin | Leo Burnett Guangzhou | Executive Creative Director |
Lau Tak Ho | Leo Burnett Guangzhou | Associate Creative Director |
Joe Yue | Leo Burnett Guangzhou | Senior Copywriter |
Akui Ke | Leo Burnett Guangzhou | Senior Copywriter |
Ivan Yang | Leo Burnett Guangzhou | Art Director |
Jasmine Zhu | Leo Burnett Guangzhou | Art Director |
Zhou Jie | Leo Burnett Guangzhou | Designer |
Roystan Ling | Leo Burnett Guangzhou | Illustrator |
Zhang Wen Zhe | Leo Burnett Guangzhou | Illustrator |
Davis Huang | Leo Burnett Guangzhou | Senior Artist |
Tide can clean up any kind of dirt instantly! But...how can we convey the message to customers, especially when they are still shopping at boutiques.
Throughout history, brewing Chinese tea is regarded as an art. Now OR TEA? not only use pure superior Chinese organic tea leaves but also translates the art form into its products. The brief is to introduce OR TEA? to selected premium Chinese tea drinkers and to arouse their interest in experiencing this impressive artistic taste.
A new media space, the "security alarm tag" is the key. We prepared a total experience at boutiques to customers, by allowing them to discover and remove dirt themselves. First of all, customers discovered the dirt on new clothes. They took the dirty new clothes to cashier where they could clean the dirt with Tide security tag remover. Eventually, dirt was removed and the clothes were ready for purchase, of course the message was well communicated and embedded in customers' mind.
The campaign was successful and it created noise in the market. It dramatically boosted the awareness for Tide and the sales increased accrodingly.