Title | HUGS ACROSS CHINA |
Brand | UNILEVER COMFORT |
Product / Service | FABRIC CONDITIONER |
Category | I01. Integrated Multi-Platform Campaign |
Entrant | LOWE PROFERO Shanghai, CHINA |
Entrant Company | LOWE PROFERO Shanghai, CHINA |
Advertising Agency | LOWE PROFERO Shanghai, CHINA |
Media Agency | PHD Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Jackie Xu | Lowe Profero China | Managing Director |
Alessandro Grena | Lowe Profero Beijing | Gm |
Brian Leong | Lowe Profero Shanghai | Creative Director/Gm |
Julien Buty | Lowe Profero Beijing | Technology Director |
Color Li | Lowe Profero Shanghai | Associate Creative Director |
Candy Tian | Lowe Profero Shanghai | Art Director |
Sybil Cui | Lowe Profero Shanghai | Senior Copywriter |
Leo Wang | Lowe Profero Shanghai | Project Manager |
Alex Chan | Lowe Profero Shanghai | Group Account Director |
Vincent Xie | Lowe Profero Shanghai | Senior Account Manager |
Doris Li | PHD Shanghai | Digital Manager |
Lexy Hu | PHD Shanghai | Digital Planner |
Abby Wong | PHD Shanghai | Digital Director |
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.