Results and Effectiveness

• Increase the sales by 10% (yoy) within two months • +6% Top of mind brand awareness • +12% Unaided brand awareness • +7% Purchase incidence • +1,200 mooncakes shared in cinemas • 1,300+ virtual mooncakes made, 700+ coupons given away • 109,613 views of micro-movie • +16 times Social discussion & views • Almost 1 mil worth of free publicity gained in two weeks

Creative Execution

Eat - Surprise tasting events at cinemas with young couples at their “Chewy” moments - Before the movie, audiences were shocked by seeing pseudo-video of intimate couple’s faces on the screen, followed by a warning to prohibit them from being too “chewy” (intimacy)! - A host then revealed the stunt and explained “chewiness” should be shared and mooncakes were distributed for sharing and enjoyment! Play - Making personalized mooncake with virtual mooncake machine at underground stations - Audience could create their own mooncake with their faces by flapping the virtual mooncake mold using Kinect and shared in their social network Love - Mini-movie “100 days after” on Youtube featuring a sequel to the popular romantic mini-movie - In the young love story, product placement was seamlessly integrated into the movie - “Chewiness” was spread across different social media platforms with the movie

Insights, Strategy and the Idea

Maxim’s Snowy Mooncake has been No.2 in the category. With the new chewy crust formula, Maxim’s realized not only they need to drive awareness and sales but to build the brand preference towards the younger generation with a new interpretation of their product offerings. Focus groups revealed that target is open-minded and they are extrovert generation. They pride themselves on being the first to know and often bragging about their exciting finds. Maxim’s therefore decided to speak their language and ride on their social power, created a lot of sharable moments around their lives and became their daily conversation. “Chewiness”, a key feature of the new formulated crust of the Snowy Mooncake was decided to be brought into live via a series of online and activation campaign “Eat, Play, Love”. “Chewiness” played a double meaning throughout the campaign - it coincidentally happens to be the slang for intimacy in Chinese.