Creative Execution

We introduced “Hugs Across China”. A digital installation placed outside supermarkets that gamified their social relationships into a hugging frenzy. Simply log into social media and pull your friends into your game. Making every game unique and personal for each player. Their friends, family and a few strangers now became part of the gameplay and their body, the game controller. Using a kinect camera hacked with love players would hug their friends phygitally. Product benefits like anti-static were work into the gameplay. The game was adapted to be played on laptop and mobile with hugs sent across China.

The campaign saw 3.3 billion impressions across of digital channels. 3.5 million games played with 61% of players sharing to social media. 170,000 new fans added on social media. RMB11,000,000 worth of coupons sent out over mobile. A total 26.5 million hugs shared around the country.

Our brief was to communicate the benefits of Comfort Fabric Conditioner to people across China. Comfort is very much a product founded on softness of touch and freshness of scent, obviously not attributes easily transmittable across the Internet. So instead, we focused on the brand’s core brand attribute- a focus on a love of family expressing itself naturally through hugs. Hugs are not traditionally used as an expression of love across China. This is something we wanted to change, and at the same time associate this simple gesture of love, with combining fabric conditioner into the everyday laundry process. Social platforms are a big part of our targets life. Using it to share almost every aspect of their life. Fun and simple game mechanics thrown in to make the engagement more lively and fun to encourage them to share to their friends.