|Title||THE MESSIEST TAKEAWAY FOOD MENU|
|Brand||LI CHUNG SHING TONG (HOLDINGS)|
|Product / Service||PO CHAI PILLS|
|Category||A04. Best Use of Ambient Media: Small Scale|
|Entrant||JWT HONG KONG, HONG KONG|
|Entrant Company||JWT HONG KONG, HONG KONG|
|Advertising Agency||JWT HONG KONG, HONG KONG|
|Ray Lai||Jwt Hong Kong||Production Supervisor|
|Ho Tsz Chung||Jwt Hong Kong||Group Account Director|
|Lucas Wong||Jwt Hong Kong||Account Executive|
|Steven Chu||Jwt Hong Kong||Assistant Producer|
|Anthony Leung||Jwt Hong Kong||Head Of Tv Production|
|Rex Chang||Jwt Hong Kong||Account Manager|
|Frank Fung||Jwt Hong Kong||Art Director|
|Law Wing Tak||Jwt Hong Kong||Associate Creative Director|
|Francis Lam||Jwt Hong Kong||Group Creative Director|
|Philip Lee||Jwt Hong Kong||Co-Executive Creative Director|
|Barbara Fu||Jwt Hong Kong||Co-Executive Creative Director|
We were able to create an interesting campaign that spoke directly to the target audience during the time that they would need the product. This is the first time that takeaway menus were used as a medium of communication in Hong Kong. The combination of humourous content and relevant media choice was able to create immediate impact among the audience and help them regain awareness of the product.
Hong Kong is a fast-paced city. To save time, people try to eat a number of different things in one go; a bad mix of food that results in uneasy stomachs. To deliver the message that Po Chai Pills is the trustworthy relief for stomach problems, we designed a leaflet and direct mailer in the form of a typical fast food takeaway menu, featuring a mix of food in the wildest combinations! The menus were distributed on the streets and inserted in household mailboxes. After reading the weird names of mixed food, recipients were presented with a hotline for the free delivery of a Po Chai Pills sample. Those who called in and registered were entitled to the free delivery.
The 100-year-old traditional Chinese medicine Po Chai Pills has been trusted in Hong Kong for its effective relief of indigestion, vomiting and diarrhea. But as more modern medicines are introduced, the presence of Po Chai Pills decreases significantly. To regain brand awareness in the market, we created a campaign to prompt the audiences to reconsider Po Chai Pills as their handy and effective solution to stomach problems. The campaign spoke directly to the target audience when they would need the product. This is the first time that takeaway menus were used as a medium of communication in Hong Kong. The combination of humourous content and relevant media choice was able to create immediate impact among the audiences and help them regain awareness of the product.