The Brief

Mayflower, a local tissue brand in China has a new product that is stronger than most 3 ply toilet paper. They wanted to communicate its product’s powerful absorption. But being a late entry brand, they wanted to do something engaging that will stand out from the other well-known brands.

Creative Execution

The main objective of the campaign is to show the product’s superior absorption. Instead of using traditional and more expensive ways of advertising, we wanted to attract audience by showcasing original, artistic works with the use of our product. People at the exhibit were intrigued and they could also buy and try it for themselves.

Describe the creative solution to the brief/objective.

Instead of using the traditional media, we have decided to do a bold product demonstration. We made toilet paper as a canvas of ink & wash paintings. Chinese ink & wash is known for its heavy brush strokes and massive use of ink and water. In this simple yet artistic way, we showcased that the product can withstand wetness. To further push the idea, local painters were asked to interpret subjects about “wetness”. High-traffic locations at malls and subways were transformed into art galleries. During the exhibit at “SuperBrand Mall”, the biggest shopping complex in Shanghai, people could also try to do their own ink&wash paintings on toilet paper. This turned the product itself into the medium.

Results

The exhibition was very well-received by visitors and passers-by. It earned 6 press reports, 4 digital magazine reports, 2M impressions on weibo, 12% market share after launch, 92% brand awareness and ranked 2nd in consumer’s ideal brands. Plus hundreds of creative ink&wash paintings on toilet paper were created.