|Title||LET YOUR SOFT SIDE OUT|
|Product / Service||TISSUE|
|Category||A04. Best Use of Ambient Media: Small Scale|
|Entrant||JWT SHANGHAI, CHINA|
|Entrant Company||JWT SHANGHAI, CHINA|
|Advertising Agency||JWT SHANGHAI, CHINA|
|Media Agency||GROUPM CHINA Shanghai, CHINA|
|Evan Teng||Client Service|
|Evan Sun||Jwt Shanghai||Animator|
|Liza Law/Chivel Miao/Isaac Xu/Amanacliq||Jwt Shanghai||Print Production|
|Melo Xu/Raymond Chin||Jwt Shanghai||Copywriter|
|Jeffery Nishinaka/Sally Zhu/Tin Yu/Parbpraew Ratarasarn||Art Director|
|Melo Xu/Rojana Chuasakul||Jwt Shanghai||Creative Director|
|Yang Yeo/Elvis Chau||Jwt Shanghai||Executive Creative Director|
The posters ran in supermarkets and convenience stores nation wide as recent as February, so the sales results are not in yet. But the posters gained a lot of traction on major social media channels in Taiwan as consumers related strongly with the posters and the stories in the tears. Many consumers in turn started sharing stories of their own funny and stressful problems on social media. All this organic word of mouth occured with minimal media spend.
The media team highlighted the problem that in-store posters are largely ignored in Taiwan. The strategy was not so much about placement but about transforming traditional placements into interactive sculptures and sampling booths for consumers. Posters depicting Taiwanese consumers having a good cry were created. They were made 3D to draw the consumers’ attention. These posters have endless “tissue tears” for consumers to sample, each tissue has a humorous, self-deprecating real-life story invoking consumers to let their guard down and laugh at their own problems.
Kleenex is just another tissue brand in the eyes of the consumer. Tradition has taught the Taiwanese to conceal their feelings in adversity but the modern pressures facing them are becoming too much to bear. How can Kleenex connect better with the Taiwanese consumer and encourage them to vent their frustrations? By letting the consumer gain new affinity with Kleenex, it will become a top of mind product for the Taiwanese in need of softness.