| Title | THE CODE WORD |
| Brand | BAYER |
| Product / Service | CANESTEN |
| Category | F03. Customer Journey |
| Entrant | J. WALTER THOMPSON HONG KONG, HONG KONG |
| Entrant Company | J. WALTER THOMPSON HONG KONG, HONG KONG |
| Advertising Agency | J. WALTER THOMPSON HONG KONG, HONG KONG |
| Media Agency | MAXUS GLOBAL Hong Kong, HONG KONG |
| Production Company | ANSWERMARK Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Craig Howie | J. Walter Thompson Hong Kong | Chief Creative Officer |
| Quentin Yeong | J. Walter Thompson Hong Kong | Group Creative Director |
| Andy Wong | J. Walter Thompson Hong Kong | Senior Copywriter |
| Joseph Lam | J. Walter Thompson Hong Kong | Senior Art Director |
| Anisa Luk | J. Walter Thompson Hong Kong | Associate Art Director |
| Karen Sung | J. Walter Thompson Hong Kong | Business Director |
| Kennis Wu | J. Walter Thompson Hong Kong | Account Manger |
| Tiffany Lau | J. Walter Thompson Hong Kong | Account Executive |
| Anthony Leung | J. Walter Thompson Hong Kong | Head Of TV Production |
| Allen Ng | Maxus Hong Kong | Associate Director |
| Egg Tart | AnswerMark Limited | Film Director |
Instead of a leaflet or message, what we have delivered to customer is a code word, a direct solution towards their embarrassment of telling pharmacist about yeast infection. Our Code word campaign helped take the discomfort out of both having, and talking about, a yeast infection.
We reach target audience through teaser posters and web banners in order to make them engage in the online video. After learning the code word from the video, they can feel free to speak up with friends and pharmacist about yeast infection.
Our target Audience are women in Hong Kong, especially those who aged between 25 to 44, have suffered from yeast infection at least once before.
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%.