|Brand||HUIYUAN SUNTORY (SHANGHAI) BEVERAGE CO.|
|Product / Service||GREEN TEA SODA|
|Category||A01. Fiction: series or film|
|Entrant||BEIJING DENTSU ADVERTISING Beijing, CHINA|
|Entrant Company||BEIJING DENTSU ADVERTISING Beijing, CHINA|
|Contributing Company 2||BEIJING DENTSU ADVERTISING Beijing, CHINA|
|Contributing Company||&C. Beijing, CHINA|
|Production Company||KEY POINT PRODUCTION Shanghai, CHINA|
|KAZUKI TSUBURAKU||Beijing Dentsu Advertising CO., LTD.||Executive Creative Director|
|MANABU HOSHINO||Beijing Dentsu Advertising Co., Ltd.||Senior Creative Director|
|ANSON CHEN||Beijing Dentsu Advertising Co., Ltd.||Creative Director|
|JASON LU||Beijing Dentsu Advertising Co., Ltd.||Assistant Creative Director|
|XIAOCHUN CHEN||Beijing Dentsu Advertising Co., Ltd.||Assistant Creative Director|
|QIAN MENG||Beijing Dentsu Advertising Co., Ltd.||Copy Writer|
|JACKY CHEN||KEY PIONT PRODUCTION||Producer|
|YING TAN||KEY PIONT PRODUCTION||Assistant Producer|
|WENJIE YANG||Beijing Dentsu Advertising Co., Ltd.||Agency Producer|
There is “Great Firewall” in China. Because government managed media is dominant, information on media is controlled. Consumers watch hi-quality branded entertainment on internet. Until recently, regulation on intellectual property was not strict, many enjoyed illegally imported foreign branded entertainment. Given such background, Chinese consumers has high acceptability for branded entertainment. However, there are not many hi-quality branded entertainment produced in China.
Fact Target audience (25-30 years old, professionals, male and female, in big cities) are struggling with heavy pressure from their work because of rapid economic growth and widening economic gap. In highly competitive environment, they don't have any spare time. They only belong to community in work places. Thus, they depend on parents and relatives and moreover, specialized services to meet the partners in romantic relationship and marriage. An one-child policy created unbalanced population between male and female, and there are many more male. It makes it more difficult for Chinese man to have romantic relationship. Insight They tend to fall for the partner they find in limited time and circumstance. However, they actually want to meet romantic partner in natural way regardless of their age. Challenge To give courage and hope for target audience (male and female) who are under social pressure to meet romantic partners through the brand (product). Idea Based on real story of meeting romantic partner in fateful, miraculous way, we created web film series. We tried to communicate that the beauty of meeting others regardless of social environment or status in convincing way. Through amazing stories of serendipity, we made the product feature of green tea meets soda relevant to target audience.
You will get the sympathy by the crossover of the film story and your own. When you spread the content that you receive from the film story in the digital world, you will expect to have a natural encounter in the real world at the meantime.
In order to make the true story more convincing and to make the campaign more efficient, we reduced investment to paid media and spend most of the budget to production. We aimed to reach target through word-of-mouth. As a result, we received more than 90% of positive comments from viewers.
In Shanghai, beverage market is very competitive. For SUNTRORY, the brand struggling with low brand awareness, ATL advertising is not efficient way to reach their target. Considering the fact that target audience (25-30 years old, professionals, male and female) mainly use smart phones to enjoy contents on media, the most effective way to engage them is to create entertainment contents for smart phone that is relevant for them. Thus, we produced web drama series they can feel related to.