The Campaign

In researching our target audience, we found a common sentiment: "I am proud to be a Cantonese. But the world is changing. I don't want to be left behind. So, what made Guangdong a place to be proud of? The most common response from locals was that Cantonese people are open-minded and innovative. Cantonese are well-known for their unique ability to intertwine new concepts with tradition, and our campaign’s theme of Re-imagining Guangdong would take consumers on a journey based on their 5 senses. We wanted them to ‘taste’ a Reimagined Guangzhou, but also wanted them to see, hear, feel, touch this reimagination. We planned to show that with 5Rams new Tasty Cone, “all that’s great about Guangdong is in one Tasty Cone.”

Creative Execution

The theme of a Reimagined Guangdong came to life across multiple platforms that activated all senses. The creative work featured local icons expressed with a twist. Central to the idea was a 30 second commercial. The spot depicted the sensory enjoyment that comes with every bite of the 5Rams Tasty Cone. In it, our protagonist is taken into an ice cream wonderland filled with reimagined Guangdong icons as she immerses herself in the magical exuberance of a lively Guangdong city. Our on-ground event in Guangzhou took our consumers on a sensorial journey where they saw, heard, smelt, touched and tasted the sensorial enjoyment of a reimagined Guangdong. Our social platforms encouraged people to see their beloved Guangdong with fresh eyes, and of course, fall back in love with 5Rams. The theme of reimagination guided the creative process to inspire pride in our audience and got them to reconnect with 5Rams.

Indication of how successful the outcome was in the market

KP #1 Overall sales of all products of 5Rams to increase 1.5% year-on-year Result #1: Delivered a growth of 5.4%(3.6times over set target) also exceeding the industry growth of 4.6% KPI #2 Register a positive sales growth for Tasty Cone this year Result #2: Sales volume of Tasty Cone increased by 132% year on year KPI#3: Brand image uplift on key parameters like ‘favourability, ‘top of mind awareness’, purchase intention’ etc. Result #3: Overall popularity of 5Rams brand were significantly improved among target consumers Top of mind awareness and purchase intention improved by 62.5% and favourability among the target audience was up by 89.5%. This proved that 5Rams were not only more aware, but was also a well-liked ice cream brand among the TA