Title | ANTI-BACTERIAL RED PACKET |
Brand | UNILEVER CHINA |
Product / Service | LIFEBUOY TOTAL 10 BAR SOAP |
Category | B01. Fast Moving Consumer Goods |
Entrant | BBH CHINA Shanghai, CHINA |
Entrant Company | BBH CHINA Shanghai, CHINA |
Advertising Agency | BBH CHINA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Johnny Tan | BBH China | Chief Creative Officer |
Leo Zhang | BBH China | Executive Creative Director |
Jay Qian | BBH China | Creative Director |
Jeffrey Sun | BBH China | Creative Director |
Derek Lui | BBH China | Copywriter |
Woody Pan | BBH China | Art Director |
YoYo Yang | BBH China | Art Director |
Summer She | BBH China | Copywriter |
Janel Kok | BBH Live | Head of Operation |
Ella Cao | BBH Live | Producer |
Iris Zhang | BBH Live | Production Assistant |
Leo Liu | BBH Live | Director/Editor |
Billy Zhou | BBH Live | Editor |
Christine Ng | BBH China | Managing Director |
Elvis Li | BBH China | Business Director |
Rei Zhang | BBH China | Associate Account Director |
Cobain Chen | BBH China | Account Executive |
Ruby He | BBH China | Account Executive |
Jonathan Koh | BBH China | Engagement Planner |
To launch its anti-bacterial soap in China, Lifebuoy took an unconventional approach, and created an experience that incorporated the product Into China’s most culturally salient context - Chinese New Year (CNY) and a practical utility in the hands of its consumers. During this time parents are concerned with keeping their kids healthy amidst a storm of germ-covered cash gifts via traditional red packets. Introducing: Lifebuoy Red Packets, the first Chinese New Year red packet made of anti-bacterial soap. It not only functioned as an envelope in which to give money, kids could also use our red packet to wash their hands and be germ-free. Our red packets were distributed at schools and community centers. They became a timely utility with which to celebrate the New Year, it also gave consumers a hands-on introduction to our product.
The brand had only been in market for a few months, hence our client’s priority on creating brand awareness. But due to a minimal budget awareness could not be achieved via traditional channels alone. Thus we made it our goal to create a valuable utility that could cut through the holiday clutter and gain attention on its own without spending big budgets on ATL media.
- The brand awareness has increased by 1.7 - Over the Chinese New Year period (from 17th to 25th Feb), Lifebuoy’s Red Packet campaign received 1.77 million views on Weibo, with over 2,300 shares and comments. - It received over 150,000 reads on WeChat. - Lifebuoy received coverage on over 20 industry websites - Lifebuoy’s Baidu Search Index increased over 300%.
We created a special red packet to mark Chinese New Year - made completely out of Lifebuoy anti-bacterial soap. Parents used it to contain cash gifts for their children, and after children opened them they could use the packet to actually wash their hands; effectively killing germs at a crucial time. To do this, we first had to find a laboratory in Shanghai that could produce red packets with anti-bacterial soap tough enough to serve as envelopes, and still effectively kill germs when used as soap. The packets were then distributed over the 9-day period at train terminals and airports across the country. We seeded posts on video sites Youku and Qiy, and social media feeds WeChat and Weibo.
Lifebuoy is one of the world’s leading anti-bacterial soap brands, but it was a late entrant to China- a market dominated by brands with big media budgets. Our challenger position was further exaggerated by the context of the campaign period, CNY, the most cluttered and competitive media environment when size of TV budgets determine share of voice. Furthermore, CNY sees 3.6b Chinese make trips across the country to see family, making them even harder to reach. We needed to create something topical that would cut through the clutter and something that could exist at the very heart of the holiday.
Our starting point was the question: ‘where is our audience’s attention during this frenetic time of Chinese New Year? The answer was two-fold: 1) Keeping their kids healthy during a travel-packed and stressful holiday period (CNY is a time when 3.6billion passenger trips are made within China); and 2) Red-packets, an age-old medium of gifting cash, passed between adults and children. The problem? The cash notes inside are covered with an average of 10m germs! We landed on an approach that focused on creating an experience and utility for Chinese parents in the specific context of Chinese New Year. This meant not creating content that would simply add to the clutter; instead we shifted the conversation to the question: ‘How can we work together with parents to kill germs; and get parents to try Lifebuoy?’