Title | CRAZY GROUP ALARM |
Brand | YILI MILK |
Product / Service | GULIDUO MILK |
Category | B02. Consumer Products |
Entrant | CHEIL OPENTIDE Beijing, CHINA |
Entrant Company | CHEIL OPENTIDE Beijing, CHINA |
Advertising Agency | CHEIL OPENTIDE Beijing, CHINA |
Name | Company | Position |
---|---|---|
Yali He | Cheil Opentide | Project Manager |
Orea Yang | Cheil Opentide | Media Director |
Hua Wei | Cheil Opentide | Account Director |
Hai Tao Xing | Cheil Opentide | Programmer |
Eric Han | Cheil Opentide | It Director |
William Zhou | Cheil Opentide | App Programmer |
Peng Yu | Cheil Opentide | Flash Programmer |
Suyuan Li | Cheil Opentide | Flash Designer |
Alex Liu | Cheil Opentide | Flash Designer |
Eric Song | Cheil Opentide | Flash Director |
Kamph | Cheil Opentide | Copy Writer |
Xiao Tong Qin | Cheil Opentide | Senior Art Director |
Rockblue Yang | Cheil Opentide | Associate Creative Director |
Pantera Cheng | Cheil Opentide | Creative Director |
Kimmy Liu | Cheil Opentide | Group Creative Director |
In 2013, Guliduo wanted to incorporate “start the day in a good way” into their brand communications. However, today's over-worked, stressed-out, urban youth usually get up late and skip breakfast. With this group as the target customer, how could Guliduo help encourage better morning habits?
Through this campaign, Guliduo has made getting up early into a fun, interactive, and social activity. Many young people have downloaded this app and created alarm groups, and many more continue to do so.
Insight: Some things are just better when done with others We designed an app called the "Group Alarm", an alarm which stops ringing only when everyone has woken up Step 1: Set your alarm. Step 2: Find friends with the same wake-up time and form a team. Step 3: when all members have yelled into their phones will the alarm stop. Members of successful groups win a free milk product. Otherwise, the alarm keeps blaring. Guliduo rewards all teams that successfully wake up. What’s more, each member of a successful group can get a free milk using a special barcode.
The campaign has been forwarded more than one million times on Weibo (China’s Twitter). “Getting up together,” “breakfast together,” and other related topics have all trended upwards, and are generating lots of great stories and content from participants. Finally, the campaign has established positive associations between friendship, productivity, health, and the Guliduo brand.