LIVE CANTONESE OPERA COMMERCIAL

TitleLIVE CANTONESE OPERA COMMERCIAL
BrandFONTERRA
Product / ServiceANLENE
CategoryD01. Use of Brand or Product Integration into a Programme or Platform
EntrantMEDIACOM Hong Kong, HONG KONG SAR
Idea Creation MEDIACOM Hong Kong, HONG KONG SAR
Idea Creation 2 FONTERRA BRANDS (HONG KONG) LIMITED, HONG KONG SAR
Idea Creation 3 SUNNY IDEA (HK) LIMITED Hong Kong, HONG KONG SAR
Media Placement MEDIACOM Hong Kong, HONG KONG SAR
PR THE PUZZLE MARKETING & PR LIMITED Hong Kong, HONG KONG SAR
Production SUNNY IDEA (HK) LIMITED Hong Kong, HONG KONG SAR

Credits

Name Company Position
Adrian Li Sunny Idea (HK) Limited Director of Client Services
Alex Chow Mediacom Business Director

Why is this work relevant for Media?

When the channel doesn’t exist in the market, it doesn’t mean a dead-end. Anlene identified and created the unique and untapped touchpoint to engage Anlene’s targets who need support to truly enjoy life. Anlene created the first-ever live Cantonese opera commercial by regular silver hair generation in Theatre with a 7-min long original story showing they should not be limited by their age. Anlene, We Are More.

Background

The adult milk powder category has been stagnant for years in Hong Kong, while different brands are communicating their formula upgrades and benefit enhancements aggressively to showcase their capability in keeping core users (silver hair generation of age over 50) healthy. Eventually consumers could not really tell the difference among competitive brands and often base their decision on one factor only – price promotion. Anlene sees that as an unhealthy situation and would like to change consumers’ purchase behavior. As a brand that cares for total wellness of elderlies, Anlene not only supports consumers’ health with its functional benefits, but also would like to be an inspiring brand providing emotional benefits that is beyond just formula and price.

Describe the creative idea/insights (30% of vote)

Hong Kong has undergone an economic transformation in the 80s-90s, this was exactly the era where the silver hair generation worked very hard to earn a living. They have never enjoyed work-life balance, nor been able to fulfill their dreams during their prime age. Now that they are mostly retired, with their families raised to support themselves, it is the time for them to turn to a new page and truly enjoy life. But as health declines with age, most silver hair generation has major hold backs with their concerns over energy level, mobility and physical conditions etc. Anlene understands that a lot of silver hair generation is still in good condition to pursue their interests or dreams, they just need a change in state of mind – believe more in themselves and worry less. While Anlene walks the journey with them with the concept of “We Are More”.

Describe the strategy (20% of vote)

Through mass communications at various channels from offline to online, Anlene has been celebrating the “We Are More” spirit through endorsers. But it is not relatable enough for skeptical silver hair generation to start believing in themselves. To truly activate the concept of “We Are More”, an authentic and relevant push is essential. And nothing is more inspiring and believable than a real-life example and demonstration of their peers. This led to a market-first partnership with Sunbeam Theater to create a brand new execution through Cantonese Opera, a very popular form of entertainment till today, especially dear to the silver hair generation. It is also deep-rooted in consumers’ mind that a Cantonese Opera performance is physically demanding and not achievable without years of training since a young age. Through a series of execution proving that any regular silver hair generation could live their dreams.

Describe the execution (20% of vote)

The Live Cantonese Opera Commercial Anlene created, is a 7-minute long original story as a “Pre-roll ad” to the actual show. Instead of veterans, amateur performers were casted and trained to perform adequately intense actions demonstrating how Anlene supports active lifestyle at a late age. Anlene also created the once-in-a-lifetime experience for them by having the commercial played at the most prestigious stage for Cantonese Opera – Sunbeam Theater. These authentic amateur stories prove to fellow silver hair generation that everyone could achieve their dreams regardless of age. Which was captured along with behind the scenes and interviews showcasing the brand spirit to further inspire a wider audience who did not enjoy the live commercial. To close conversion, experiential booths were set up after the show for consumers to understand more about Anlene’s offering, have a wet sample at the spot and purchase with an exclusive offer.

List the results (30% of vote)

The Cantonese Opera Partnership achieved amazing business results, experience booth during 15-min intermissions achieved full-day road show sales. It also drawn silver hair generation towards Anlene, recording significant uplifts in: • Brand Likeness: from 37% to 86% • Brand Consideration: from 49% to 89% • Purchase Intention: from 49% to 88% Eventually bringing new users into Anlene as well with: • 74% of non-users indicating likelihood to buy Anlene • 89% of competitive users indicating likelihood to buy Anlene