The Campaign

The idea is to make Yili Meiyitian bottle a little "life butler" so that it reminds you those trivia matters that most people tend to forget. And in order to do that we created a NFC sticker, connecting to a Html5 on smart phones.

Creative Execution

Introducing Mr. Cue, a sticker embedded with an NFC chip. By putting it up on the bottle of Yili Everyday probiotic drink, we turn it into a social relationship coach. Talk to the bottle directly and then place your phone next to it. What you just said to the bottle would be remembered by your phone so it can remind you of what you wanted to remember. Wherever there’s a bottle of Yili Everyday probiotic drink nearby, we can better manage the trivial matters in our lives. Anyone can benefit from this invention. Couples, colleagues, friends.

Indication of how successful the outcome was in the market

For stressed-out office workers in China, this marketing innovation helps to improve their social relationships. YILI has successfully built an image to not only cares about consumer’s physical health, but also pay attention to their mental wellness. Added value for brands comes from connecting consumer demands to positive brand association, and we did it! By offering a small, but thoughtful extra function to the packaging of Yili Everyday product, the chip created more added value for the brand to its consumers, and therefore a better brand experience has been created.

Target audience is 25~40 working people in 1-2 tier cities in China. Due to high working pressure they not only ignore many of their health problems, but also the little triva matters in everyday life. Mr. Cue is an ultra-thin NFC sticker, can be stuck on Meiitian bottles without adding noticable weight. Metropolitans cannot live without their smartphones, so Mr. Cue and jump to your phone simply through NFC and push in-time remainders.