Creative Execution

So, we created a code word to make it more comfortable for women to talk about, whether to their pharmacist or simply amongst their female friends. And, since women in Hong Kong already spend an inordinate amount of time gossiping about their favourite male Korean television stars, we twisted the Cantonese pronunciation of 'Vagina Infection' into the hunky Korean-sounding name 'Kum Tou Yin'. We then launched our code word by creating an online Korean-style drama series targeted at women. The storyline revolved around a woman with a secret she was hiding from herfriendsResults

The webseries received over 200,000 views in the first few days alone with online searches for the clever code word skyrocketing. The campaign even made the front cover of one of Hong Kong's most popular magazines. Plus, with additional print and out-of-home support, Kum Tou Yin became a hot topic of conversation for women all across Hong Kong. Within the campaign period, sales increased 25% and traffic to pharmacy increase 41%.

Three out of four women have experienced the discomfort of a yeast infection. Fortunately, this common condition is easily treatable with Canesten, a safe and effective over-the-counter medication available from any pharmacist. However, Women were often too embarrassed to speak to a pharmacist about their condition. Especially in Hong Kong where the Cantonese term for 'Yeast Infection' translates into the far more graphically named 'Vagina Infection'.