CategoryC01. Fast Moving Consumer Goods
EntrantBBH 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

Brief Explanation

Our solution actively engaged consumers in a time of relevant need (travel-worn and germ-covered parents trying to keep their kids healthy during Chinese New Year travel season. It drove immediate salience and trial by leveraging a culturally relevant vehicle (red packets); moreover, it was in itself a new creative sampling format that changed the way consumers (and our client) thought about activations.

The Brief

The brief from our client was to create brand awareness during the Chinese New Year holiday- the most cluttered media environment where size of media budget typically determine share of voice. This is also a time when 3.6 billion 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 aim was to create an experience that put the product into consumers’ hands and gave them a reason to try.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 and Lifebuoy’s Baidu Search Index increased over 300%.

Explain why the method of promotion was most relevant to the product or service

We created the first Chinese New Year red packet made completely out of anti-bacterial soap. Parents used it to contain cash gifts for their children, and after children opened them they could use the packets to actually wash their hands; effectively killing germs at a crucial time. The packets were distributed over the 9-day period at schools and neighborhood centers. We seeded posts on video sites Youku and Qiy, and social media feeds WeChat and Weibo. This product created an experience that seamlessly integrated our product into the Chinese New Year gifting ritual, while encouraging parents and kids to wash their hands with Lifebuoy soap. It wasn’t just a product placement- it was an essential part of the experience.