SING IT OUT

TitleSING IT OUT
ClientBAYER
Product/ServiceCANESTEN
CategoryE05. Education & Services aimed at Non-Healthcare Professionals
EntrantJ. WALTER THOMPSON HONG KONG, HONG KONG
Idea Creation J. WALTER THOMPSON HONG KONG, HONG KONG
Media MAXUS GLOBAL Hong Kong, HONG KONG
Production ANSWERMARK Hong Kong, HONG KONG
Production 2 WOW MUSIC LTD Hong Kong, HONG KONG

The Campaign

Our goal was to break the taboo and get people talking openly about Vaginal Yeast Infection. So we teamed up with a record label to make a pop song about it. With the support of music industry pros, we created the song ‘No Itchy’, based on a classic love song ‘Nobody’ (words that sound very similar in Cantonese). At first it appears to be just a love song about a women's secret love for a young guy. She's too shy and embarrassed to speak up. But then it transpires that something else is afflicting her and causing her suffering and shame: Vaginal Yeast Infection. A friend tells her (in song) that it's perfectly normal and nothing to be ashamed of. They end up in a pharmacy,where her beloved runs in and calls out her name. We then launched the song exactly as if we were promoting a new hit record.

Creative Execution

We launched the campaign exactly as if we were promoting a new record. The music video was released on YouTube. The CD was made exclusively available in HMV. Or you could download it on iTunes, Spotify and other music apps. Outdoor posters promoted the record. While radio stations played along to help plug the song. And, this being Hong Kong, we had to give people the chance to sing along with their friends. So we teamed up with Neway,the largest karaoke box in the city.

The music video was a hit on YouTube, with over 600,000 views in a country with a population of just over 7 million. (An estimated 2 in 3 of our young female target audience.) People even shared their own versions on social media. There was a 20% increase in sales versus the same period in last year, outperforming last year's Effie-winning campaign. Our sales figures are the best for at least 5 years in Hong Kong.

Nowadays people are increasingly ad-proof. And in Hong Kong medical advertising is usually boring and indirect. Our campaign successfully engaged our target audience via a strong idea that was brought to life in an innovative and relevant mix of media, including a YouTube music video, radio airplay, a CD release, iTunes, Spotify, KK Box and a listing in Hong Kong's largest Karaoke Box.

Our target Audience are women in Hong Kong, especially those aged between 25 to 39, who have suffered from yeast infection at least once before. Our creative and media approach was to think of the campaign as if we were a hit music company, not an advertiser.

Credits

Name Company Position
Simon Welsh J. Walter Thompson Hong Kong Chief Creative Officer
Eggtart Chow Answermark Limited Flim Director
Avis Or Answermark Limited Flim Producer
Sebastian Poon N/A Music Producer
Quentin Yeong J. Walter Thompson Hong Kong Group Creative Director
Andy Wong J. Walter Thompson Hong Kong Associate Creative Director
Jazon Chan J. Walter Thompson Hong Kong Senior Art Director
Anthony Leung J. Walter Thompson Hong Kong Head of TV
Josephine Leung J. Walter Thompson Hong Kong Account Director
Patience Lai J. Walter Thompson Hong Kong Senior Account Manager
Answer Lip J. Walter Thompson Hong Kong Senior Account Executive
Kaycee Li J. Walter Thompson Hong Kong Strategic Planner
Links
Supporting Webpage