The Brief

Similar products in the market that uses traditional media do not reach the targeted audience directly. In this campaign though, public transport - a simple daily necessity for most young professionals – is utilized, thus the campaign is directy put upon its target audiences.

Creative Execution

Turning handles on buses or subways – many city white-collars touches everyday - into health monitors. The monitor shows a variouty of health indicators such as balance ability，heartrate，BMI，etc., and those data will be sent to your cell phone via the YIli-ring APP. The app records and analyzes the data. When your health index falls below normal levels, the app would send warning signs. Besides, the Yili-ring can help the client to boost product sale. When you share your activity with your friends via the app, you will have a chance to get a 50% discount product coupon.

Describe the creative solution to the brief/objective.

18-28 years old young city professionals. They pay attention to fashion, they pursuit personality, they pursuit a colourful life despite the busy life-work schedule. They desire to reach the balace of work, life and health in a simple yet fun way. Target audience is mainly mew customers to the brand.

Results

Smart bus rings built a new media platform by pushing healthy information based on scientific analysis. Through creating healthy hot topic, the App helped people to kill boring bus time and pay more attention on their health status. 6000 rings were installed on 200 buses in Beijing that run from morning to evening rush hours. 350,000 people were involved in the project and the topic was forwarded for a total of more than 3,000,000 times. The campaign was widely reported by major local media.