Title | SERENDIPITY STORIES: 0.000049 |
Brand | HUIYUAN SUNTORY (SHANGHAI) BEVERAGE CO. |
Product / Service | GREEN TEA SODA |
Category | E03. Webisodes/Series |
Entrant | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Entrant Company | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Advertising Agency | BEIJING DENTSU ADVERTISING Beijing, CHINA |
Media Agency | &C. Beijing, CHINA |
Production Company | KEY POINT PRODUCTION Shanghai, CHINA |
Name | Company | Position |
---|---|---|
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 |
JUNGCHI CHANG | Director | |
WENJIE YANG | Beijing Dentsu Advertising Co., Ltd. | Agency Producer |
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.
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.
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. Therefore, 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. We thought of the way to give courage and hope for target audience (male and female) who are under social pressure to meet romantic partners through the brand (product).