| Title | DAUGHTER-IN-LAW’S INSTANT CHARM: BATTLE OF THE QUEENS |
| Brand | KIMBERLY-CLARK TAIWAN |
| Product / Service | VIVA PAPER TOWELS |
| Category | D01. Social Video |
| Entrant | J. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI |
| Idea Creation | J. WALTER THOMPSON TAIWAN Taipei City, CHINESE TAIPEI |
| Name | Company | Position |
|---|---|---|
| I-Fei Chang | J. Walter Thompson Taipei | Chief Creative Officer |
| Lulu Lu | J. Walter Thompson Taipei | Group Creative Director |
| Frank Chen | J. Walter Thompson Taipei | Associate Creative Director |
| Ria Chien | J. Walter Thompson Taipei | Copywriter |
| ChihWei Wu | J. Walter Thompson Taipei | Senior Art Director |
| Eric Liu | J. Walter Thompson Taipei | Business Director |
| Avoda Chen | J. Walter Thompson Taipei | ssociate Account Director |
| Jou Jou Liao | J. Walter Thompson Taipei | Account Manager |
| Joe Chiang | J. Walter Thompson Taipei | Account Executive |
| Jasmine Chang | J. Walter Thompson Taipei | Account Executive |
| Diane Dai | J. Walter Thompson Taipei | Account Executive |
| Max Leu | J. Walter Thompson Taipei | Producer |
| Ronny Hsu | Spring Films Taipei | Film Director |
In Taiwan, In-law issue is a long lasting and under the table problem. Rather than telling a story about ordinary mother-in-law and daughter-in-law in modern lives, we invited the most powerful pair of in-laws – the Queen Mother and the Queen, adapting a popular Chinese palace-themed drama to resolve crisis situations at the New Year’s Eve dinner. We create three humorous plots to demonstrate the product’s durability and high water and oil absorbency. Most importantly, we show the world that Kleenex VIVA paper towel is the Instant solution to in-law issues with its Instant absorption.
Kleenex VIVA paper towel wants to become the Instant solution to in-law issues with its Instant absorption. We invited the most powerful pair of in-laws – the Queen Mother and the Queen, adapting a popular Chinese palace-themed drama. Then, to demonstrate the product’s durability and high water and oil absorbency, we create three humorous plots to resolve crisis situations at the New Year’s Eve dinner.
* Over 1M views within 3 days, 70% are organic reach * # 1 trending video on YouTube * With 0 media budget, reached over 10M views in China, 1.09M views in Thailand, 1.4M in Hong Kong * $13.6M earned media value * Sales reached 135% during New Year compared to last year
Paper towel buyers are mainly married women. We found that tension between mothers-in-law and daughters-in-law exist in more than 90% of Chinese families. Due to the increase family time during Chinese New Year, kitchens and dinner tables are turned into battlefields.