The Brief

In 2012, Lion Corporation was keen to launch a brand campaign to increase awareness and trial about its product range. The target audience was all grocery buyers (mid 20s to 50s), who might be existing or new users of Lion products. Leveraging on its 30th anniversary celebrations, the strategy was to showcase its entire range of products to Singaporeans across extensive media channels, roadshows coupled with celebrity engagements to excite and reward shoppers.

Creative Execution

As the products are household products targeted to household decision makers, it was critical to implore the use of mass-reach channels through Free-To-Air channels, local favourite lifestyle magazines, and frequently visited online media channels. In addition, attaching local household names, who have a natural extension and affinity to the brands that they endorse for, ensure the association the mass target would have from the popular celebrities to the products and brands that they represent. This coverage ensure the greatest amount of reach across the target market that have a natural brand affinity to the products but also ensured the effective lifespan of an onsite promotion to be extended to an on-air environment.

Describe the creative solution to the brief/objective.

Leveraging on consumers’ love and brand loyalty for Lion’s products (MamaLemon Dishwashing Liquid, TOP Washing Powder), we managed to evoke the love and nostalgia that consumers had with these household brand names. We celebrated our consumers’ love and loyalty for Lion’s products by rewarding them with weekly cash draws. They could participate easily through mobile, online, mail, and purchase of any one of the Lion products. To generate the steady buzz of excitement and sales in participating outlets throughout the 3 months, we strategized to launch promotional ads (TV, radio, magazines, newspapers and Social Media) and roadshow engagements at high-traffic areas with celebrities who are household names, to remind consumers of the well-loved brands and products under Lion.

Results

The integrated solutions for Lion’s 30th Anniversary led a double digit growth in sales, especially for brands such as MamaLemon and Kirei Kirei, garnering a 12-page media-first bilingual feature pull-out. The 6-page advertisement and advertorial, when paired with pre and post-events vignettes covering the celebrity-endorsed roadshows and competitions on TV and radio, coverage on household magazines, such as I-Weekly and 8-Days and over 800 FaceBook “Likes” and views through the celebrity fan pages reaffirmed Lion as a trusted brand in Singapore and generated excitement to a brand that was well-loved.