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.