Creative Execution

A QR code appeared in the Baidu Search Brandzone when people search Centrum. The minute a QR code was scanned with a smart phone, the game was instantaneously connected. Users were prompted to catch falling items by steering their smartphone. By introducing the idea of catching, plate as visual symbol with scattered fruit and vegetables representing the loss of nutrition, we drilled the metaphor on Centrum as food supplement and built a brand equity on nutrition balance, and reminded consumers to take Centrum as dietary supplement. We encouraged people to share on SNS, and drove sales in E-commerce sites.

One month after launch, the game attracted nearly 20K clicks. 15% increase in CTR, 81.70% of conversion rate, and gained Centrum many new Wechat followers.

The increasingly affluent population of China is moving towards healthy diet, but most Chinese do not realize that the nutrition in daily diet is unbalanced, and consumers are still confused whether Centrum falls under foods supplement or health products. How do we inject a Nutritious Living proposition into consumers' minds? How do we build Centrum’s image as a food supplement to increase consumer’s awareness about vitamin intake with the idea of Nutritious Living? Research revealed that every day over 20,000 internet users search ‘Centrum’ on Baidu, China's largest search platform. Based on that data, we created dual-screen interaction to let people feel the importance of 'nutrition balance' vividly.