| Title | SCRATCH POLE |
| Brand | 999 |
| Product / Service | PHARMACY |
| Category | A05. Use of Ambient Media: Large Scale |
| Entrant | JWT SHANGHAI, CHINA |
| Entrant Company | JWT SHANGHAI, CHINA |
| Advertising Agency | JWT SHANGHAI, CHINA |
| Production Company | SHANGHAI XIN HE IMAGING DESIGN PRODUCTION, CHINA |
| Production Company 2 | SHOOTING GALLERY Shanghai, CHINA |
| Production Company 3 | WISHING WELL SHANGHAI, CHINA |
| Name | Company | Position |
|---|---|---|
| Sheungyan Lo/Yang Yeo | JWT Shanghai | Regional Ecd |
| Bill Chan | JWT Shanghai | Chief Creative Officer |
| Hattie Cheng | JWT Shanghai | Creative Director |
| Recky Hou/Roc Huang | JWT Shanghai | Art Director |
| Chanfron Zhao | JWT Shanghai | Copywriter |
| Recky Hou/Roc Huang | JWT Shanghai | Designer |
| Liza Law/Chivel Miao/Joseph Yu/Isaac Xu/Lulu Zhang | JWT Shanghai | Print Production |
| Carol Ma/Kenny Ye | JWT Shanghai | Client Service |
| Jeff Chen/Nicole Hu | Photographer | |
| Guo Hong/Fion Fu | Retouching | |
| Shanghai Xin He Imaging Design Production/Shooting Gallery Shanghai/Wishing Well | Production House |
The installation won high attention, not only from consumers but also from traditional media and the internet. According to a survey, there were about 16,000 people took part in the interaction during that one week of display. 92% of consumers indicated they would consider buying 999 Compound Dexamethasone Acetate Cream to relieve their itching. The monthly sales revenue of 999 increased by 52%.
We made use of this scratcher and created a huge “scratch pole”, made with 7832 pieces of scratcher, placing it in a MTR station. Passengers are encouraged to interact with, rub on it when there is a sudden need of scratch on body parts where itchiness attacks. Thus creating a fun and impressive message for the product: instantly stops the itchiness.
Many Chinese use a simple wooden tool to scratch an itch. We made used of this tiny tool to give consumer an interactive experience on stopping the itch instantly. The client's brief is requesting on a stop itch poster. We gave them an impactful installation with interaction.