Why is this work relevant for Brand Experience & Activation ?

As a traditional Chinese brand, Lao Gan Ma is popular all over the world but it has never advertised itself. Its product packaging remained unchanged for 22 years and has been criticized many times by Chinese netizens. How to break the inherent image of Lao Gan Ma and stand out in the 2018 Tmall's 10 years anniversary shopping festival is a great challenge we face.

Background

As a traditional Chinese brand, Lao Gan Ma is popular all over the world but it has never advertised itself. Its product packaging remained unchanged for 22 years and has been criticized by netizens for many times. How to break the inherent image of Lao Gan Ma and stand out in the 2018 Tmall global shopping festival are a great challenge we face.

Describe the creative idea (20% of vote)

Pop art originated in the United Kingdom in the 1950s and is a popular art language in the world. In order to break the old brand image of Lao Gan Ma, we put together the product with the attitude of younger generation and brought forward the “The hotter it is, the hotter it gets” slogan. At the same time, we redesigned the classic portrait of the founder of Lao Gan Ma —— Tao Huabi into pop art style of Andy Warhol. In addition, we designed a special font for the slogan referencing the texture of the chilly paste which greatly increase the visual communication effect.

Describe the strategy (20% of vote)

Starting from the flavor of LaoGanMa spicy sauce, combined with the fresh and hot personality attitude of the young people, we created the “The hotter it is, the hotter it gets” 2018 Tmall global shopping festival for LaoGanMa. Not only does it emphasize the “hot” style of LaoGanMa, but also conveys the self-consistent attitude of LaoGanMa brand through this hot feeling.

Describe the execution (30% of vote)

The campaign was launched in metro stations and bus stations across the country, it was featured by over a hundred media such as Jiemian news, 4A headline and TOP marketing.

List the results (30% of vote)

The campaign has been reported by many mainstream media, such as CNR news, Jiemian news, 4A headline, TOP marketing, etc, detonating online discussions. The outdoor advertisements of subways stations and bus stop signs attracted a lot of attention from the audience. On social media such as Weibo and WeChat, netizens held enthusiastic discussions and actively participated in sharing the campaign.