The Campaign

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.

Creative Execution

We put Mr.Cue onto Yili Everyday bottles, and turned the drinks into social relationship coaches. 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.

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

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.

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

The work creates a direct communication channel between brand and consumers by taking care of their daily trivia matters. At the same time it adds added value to the brand and make consumers grow further loyalty to the brand.

Our target audience is 20~45 working people in China's 1st~2nd tier cities. They tend to be too busy with work and forget about the little trivia matters in their daily life. Since almost all of them cannot live without a smart phone nowadasy, we created a "social relationship coach" on their mobile phones.