999 WARM-HEARTED LEGGINGS

Title999 WARM-HEARTED LEGGINGS
BrandSAN JIU MEDICINE TRADE CO., LTD
Product / Service999 GANMAOLING KELI
CategoryA03. Healthcare
EntrantSERVICEPLAN CHINA Beijing, CHINA
Idea Creation SERVICEPLAN CHINA Beijing, CHINA
Media Placement SERVICEPLAN CHINA Beijing, CHINA
PR SERVICEPLAN CHINA Beijing, CHINA

Credits

Name Company Position
Jason Romeyko Serviceplan China Worldwide Executive Creative Director
Kin Chong Serviceplan China Chief Creative Officer
Marcus Ma Serviceplan China Managing Director
Jackson Wong Serviceplan China Executive Creative Director
Mark Liu Serviceplan China Creative Group Head
Er Suo Serviceplan China Art Director
Jing Gao Serviceplan China Associate Creative Director
Danny Wang Serviceplan China Art Director
Emily Jin Serviceplan China Copywriter
Song Li Serviceplan China Senior Art Director
Erin Lee Serviceplan China Business Director
Alison Feng Serviceplan China Social Manager
Cedar Tian Serviceplan China Creative Service Director
Chi Zhang Serviceplan China Creative Planning
Monica Chien Serviceplan China Head of Planning

Why is this work relevant for Direct?

Relationship-Building We redesigned the traditional leggings with fashionable elements, thus changing the perception of 999 Gan Mao Ling Keli from the younger generations. Before they would only think of 999 when they catch a cold. Now with our high-waist leggings, young people consider us young and trendy and they would wear leggings for cold protection once again. Response-Driven Through raising the waist line of the leggings, we turned the concept of “warmth” into something tangible. Yet communicating 999’s core value of feeling warm from heart to heart at the same time.

Background

Situation: In China, 999 Gan Mao Ling Keli is a well-known traditional brand, for its integrated Chinese and Western medicine to prevent and treat colds. Nowadays, more and more Chinese young targets are inclined to treat colds with Western medicine; therefore, the influence of using 999 Gan Mao Ling Keli is declining, and the brand is becoming outdated. Brief: There are many restrictions on the Pharmaceutical advertising and communication in China. We hope to break through the traditional communication approach, to find an innovative way such as crossover collaboration to deliver the 999's brand positioning of "feeling warm from heart to heart". Objectives: - To renew the brand's image while keeping up with the young culture. - To become young targets' top preference of cold & flu prevention and go to item. - Through the "Warm-Hearted Leggings", to deliver 999's brand positioning of "feeling warm from heart to heart".

Describe the creative idea (30% of vote)

The traditional long johns are tedious and out of fashion, so the young targets reject to wear them. We re-invented the traditional long johns by raising the waistline above the chest to demonstrate the warm-hearted brand spirit. And by adding cool, fashionable elements, we transformed the old into something new inspiring a new trend for the young while at the same time saving them from flu. Here are the themes of the 999 Warm-Hearted Leggings: • Martial Arts theme - The won't get cold "Bad Youth" • Religious theme - Bless your heart with "Wearable Luck" • Punk theme - Be the hottest on the disco floor with "Regimen Punk" • Branded theme - Or maybe you feel happy when the "Logo Is All Over" Appealing to both young and old, the 999 Warm-Hearted Leggings experienced unbelievable newfound success by becoming the most talked about topic on social media.

Describe the strategy (20% of vote)

Winter is always the season for cold and flu. So, in the old days people in China used to wear long johns for an extra layer of protection. However, these days, Our Target Audience - China’s übercool, early adopting Gen Z and Millennials reject long underwear because they look awkward and out of fashion. This means there is a higher chance of getting cold. Under the idea of “high-waisted long johns to keep you warm while staying fashionable”, we re-invented the traditional long john by raising the waistline above the chest and adding cool and fashionable elements. We transformed the old into something new inspiring a new trend for the young while at the same time saving them from flu. Upon receiving positive attention on social media, we worked with KOL (social influencers) and came up with street style photos, live broadcasting, gift giveaways, to engage with the young targets.

Describe the execution (20% of vote)

The 999 Official WeChat feed released the article "999 Gan Mao Ling Keli officially enter the fashion industry". Soon after, it caused a sensation in both health, fashion, and lifestyle related industries. We posted the KOL's street style photos on Weibo. The trending hashtag #999 Warm-Hearted Leggings# reached Number 2 spot on Weibo's Hot Search. Then we promoted our leggings as limited-edition giveaways, and some KOL started to show off by styling the leggings on their own. They posted these contents on social media platforms such as "RED" (the biggest fashion and lifestyle social platform in China). In addition, during the Chinese hottest reality shows "Ice Hockey Hero", the 999 Warm-Hearted leggings were presented as a gift that was given to the members of China's National Ice Hockey team by the Chinese famous stars – Ray Lei and Jackson Yi. This brought the campaign to the climax.

List the results (30% of vote)

- No. 2 on Weibo Hot Search* - 560% increase on 999's official WeChat feed views** - 790% increase on WeChat search on the day of launch.** - 21.5 million+ video views. 130 million trending # exposure with 15,000 interactions*** - 430 million+ views generated through social media & mobile apps*** - 8 million+ RMB earned media through social media & mobile apps*** - An increase on perceiving the brand image as "youthful" - 30% of consumers perceive 999 as young and fashionable, compared to 5% in 2018**** (Change in behaviour) - 32% Sales Increase compare to same quarter in 2018***** (Business impact) *Source: Weibo index: Sina Weibo Data Analysis Tool **WeChat index: WeChat Big Data Analysis Tool ***Baidu Netizens Behavior Data Analysis Platform ****Source: Ipsos 999 Brand equity survey report in Q1, 2019 *****Source: IMS Retail Pharmacy Statistics Report for Adult Cold Drug Sales Data in Q1, 2019

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