Creative Execution

Our creative video sets to resonate with young people, by filming typical scenarios at workplace in their own language with drama conflict and contrast effect. The stories states the difficulties newbies face at workplace, touching young people at the bottom of hearts with common career pain points. While the “Zen-like” employees obey unreasonable requirements without putting up any fight, the “wild” employee bravely stands up and heroically saved everyone. To dramatize the effect, we even clipped different background music - “Zen-like” and exotic music is used correspondently to show the obvious difference between “Zen-like” employees and the “wild” employee. We strategically chose influencers who are popular among our target audience with the same humorous tone to post the video, for the sake of better conveying brand messages and enlarging the impact.

Within 24 hours, the video was viewed over 10 million times and shared nearly 60 thousand times, with completion rate up to 92%,much higher than the industry benchmark of 81% according to ExtremeReach. The average playing time reached 114 seconds (total length: 127 seconds), Gaining over 360 million impressions and 2 million interactions (likes, comments and reposts), our “zen-like vs. wild” topic had proved itself to be highly sociable. Our campaign successfully initiated a conversation that touches hundreds of thousands of newbies who just began their careers. They proactively shared their stories at work with us online and expressed their empathy to the brand proposition of the Legend of Tea. Furthermore, numerous top-tier news press and marketing trade media proactively joined the discussion and published original in-depth articles.

Young people in China today tend to have a “let it be” social attitude, especially newbies at workplace. A term was even invented to describe such mindset. “Zen-like” was the top 10 trending words in 2017. However, based on Mintel’s report and the research results of our focus groups, we found that young people actually want to express their true feelings, but they are torn between “be themselves” and “play by the rules” – the true self needs to be unleashed, but with our help. So we decided to go “wild” - leverage the South African and American heritage of the Tea and build it as the tea for the “wild” which empowers newbies to bravely be themselves at work. To make it easier to understand, we visualized “wild” concept by dramatizing the TA daily occasions in the video format.