RELAXING CRABBY

TitleRELAXING CRABBY
ClientSCA TISSUE HONG KONG
Product / ServiceCITRUS BLOSSOM TISSUE PAPER
EntrantPUBLICIS WORLDWIDE Hong Kong, HONG KONG
Entrant Company PUBLICIS WORLDWIDE Hong Kong, HONG KONG
Advertising Agency PUBLICIS WORLDWIDE Hong Kong, HONG KONG

The Campaign

With a soothing, relaxing scent, Tempo Citrus Blossom is a new tissue that gives people a calm moment. To launch the product in this cluttered market we needed something memorable. Hence, we created our mascot, Crabby the street promoter, to share relaxing tips and give the hardworking people of Hong Kong a moment of calm in a world of mayhem. Crabby faced bullying and tough working conditions, but his spirit remained positive and relaxed. Crabby’s Facebook account featured details of his life and live updates of how he dealt with daily stress. A short film, TVC and outdoor advertising (i.e. bus body) were also utilized to promote Crabby as a relaxation guru, as well as to launch the new Citrus Blossom tissue. The relaxed mood keeps Crabby rolling and the relaxing movement continues to spread among the people of Hong Kong.

Success of the Campaign

The results: • Facebook fans increased by 32%. • Over 1,000 posts were shared on social networks. • And the momentum of “Everyone deserves a relaxing moment” moves on.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Digital - Facebook We created a Facebook account for Crabby featuring details of his life, as well as live updates of how he dealt with daily stress and bullying. Crabby uses Facebook to share his relaxing tips and remedies with the stressed out and uptight Hong Kong people. Short Film - YouTube This film was the turning point of Crabby’s celebrity status, showing how he reached international fame as an icon of relaxation out and spread the relaxing movement worldwide. 20s TVC, Print and outdoor Traditional media was also used to draw awareness to the launch of Citrus Blossom as a new scented tissue with a soothing, relaxing scent that gives the hardworking people of Hong Kong a calm moment in a world of mayhem. A scented bus was also used to immerse HongKongers into the world of relaxation.

Credits

Name Company Position
Lilia Ng Art Director
Chow Lam Lighting
Lam Fung Direct Of Photography
Katie Chan Da Joint Limited Producer
Thomas Chou Da Joint Limited Director
Derek Lo Publicis Hong Kong Account Executive
Sisi Cheung Publicis Hong Kong Account Executive
John Wong Publicis Hong Kong Senior Account Executive
Randoll Leung Publicis Hong Kong Account Manager
Natalie Lee Publicis Hong Kong Copywriter
Donald Tse Publicis Hong Kong Assistant Art Director
Susan Chan Publicis Hong Kong Art Director
Irving Leung Publicis Hong Kong Art Director
Robert Cheung Publicis Hong Kong Agency Producer
Bernice Fong Publicis Hong Kong Group Account Director
Pauline Tsang Publicis Hong Kong Creative Director
Mike Chiu Publicis Hong Kong Creative Director
Mark Birman Publicis Hong Kong Executive Creative Director