THE MESSIEST TAKEAWAY FOOD MENU

TitleTHE MESSIEST TAKEAWAY FOOD MENU
BrandLI CHUNG SHING TONG (HOLDINGS)
Product / ServicePO CHAI PILLS
CategoryB02. Consumer Products
EntrantJWT HONG KONG, HONG KONG
Entrant Company JWT HONG KONG, HONG KONG
Advertising Agency JWT HONG KONG, HONG KONG

Credits

Name Company Position
Ray Lai Jwt Hong Kong Production Supervisor
Ho Tsz Chung Jwt Hong Kong Group Account Director
Lucas Wong Jwt Hong Kong Account Executive
Steven Chu Jwt Hong Kong Assistant Producer
Anthony Leung Jwt Hong Kong Head Of Tv Production
Rex Chang Jwt Hong Kong Account Manager
Frank Fung Jwt Hong Kong Art Director
Law Wing Tak Jwt Hong Kong Associate Creative Director
Francis Lam Jwt Hong Kong Group Creative Director
Philip Lee Jwt Hong Kong Co-Executive Creative Director
Barbara Fu Jwt Hong Kong Co-Executive Creative Director

The Brief

The 100-year-old traditional Chinese medicine Po Chai Pills has been trusted in Hong Kong for its effective relief of indigestion, vomiting and diarrhea. But as more modern medicines are introduced, the presence of Po Chai Pills decreases significantly. To regain brand awareness in the market, we created a campaign to prompt the audiences to reconsider Po Chai Pills as their handy and effective solution to stomach problems.

Creative Execution

We were able to create an interesting campaign that spoke directly to the target audience during the time that they would need the product. This is the first time that takeaway menus were used as a medium of communication in Hong Kong. The combination of humourous content and relevant media choice was able to create immediate impact among the audience and help them regain awareness of the product.

Describe the creative solution to the brief/objective.

Hong Kong is a fast-paced city. To save time, people try to eat a number of different things in one go; a bad mix of food that results in uneasy stomachs. We designed a direct mailer in the form of a typical fast food takeaway menu, featuring a mix of food in wild combinations. The menus were distributed on the streets and inserted in household mailboxes. After reading the weird names of mixed food, recipients were presented with a hotline for the free delivery of a product sample. Those who called and registered were entitled to the free delivery.

Results

We were able to spread awareness of the product's effectiveness in remedying stomach problems through a low-budget (under US$30,000), high-impact creative solution. During the 3-week campaign period, our client recorded a significant 80% increase in website hits as well as over 5,000 enquiries on the product.