Why is this work relevant for Brand Experience & Activation?

Redoxon created a topic of conversation and engagement for the brand, by tapping into the insight of an age-old custom, as practiced during Chap Goh Meh (Chinese Valentines Day). The traditional custom was modernized to get consumers to experience a new way of participation, via their mobile phones! This allowed for consumers from across Malaysia to participate in this tradition, and in turn connect with the Redoxon brand and key message.

Background

Redoxon is a leading player in the Vitamin C healthcare supplement category in Malaysia. A generally low involvement category, Redoxon wanted to create a strong connection and resonate with its Chinese target audience, during the Chinese New Year festive period. However during Chinese New Year, media channels are normally full of the 'big boy' advertisers' Chinese New Year ads. The challenge was how do we create an activation that could cut-through the clutter, be targeted and be something that has not been done before? At the same time modernize the brand in the eyes of the target audience?

Describe the creative idea (20% of vote)

Creative Idea: The Gift of Health, Love & Prosperity with REDOXON Orange-flavored Vitamin C Chap Goh Meh, dubbed as Chinese Valentine’s Day, takes place on the last day of every Chinese New Year. It is a day where singles gather and celebrate the last day of the lunar new year, and also in hopes of finding true love. The custom is for singles to write their name and contact details on Mandarin Oranges, before throwing them into the river, in hopes that someone will scoop up their orange. REDOXON took this custom and reinvented it. The key message Redoxon wanted to impart was that whilst finding true love is important, first we must love ourselves. Thus maintaining daily good health with REDOXON Orange-flavored Vitamin C, comes first. Instead of the customary way of throwing physical oranges into the river, REDOXON created a first-ever digital orange-throwing activation into a digital lake!

Describe the strategy (20% of vote)

Talking to Chinese, young adults, the approach was to activate a digital-led engagement that would relate to the younger tech-savvy generation. In a twist to an age-old custom, REDOXON digitized the physical orange-throwing activity, by allowing consumers to throw ‘digital oranges’ and be match-made! The campaign was supported by: 1) Pre-publicity Kit - seeded to KOLs to talk about the key message and drive participation in the digital orange-throwing. 2) On-ground activation - rolling out promoters to hand out REDOXON sampling sleeves in the shape of Mandarin Oranges, with a call to action to participate in our campaign. 3) Culminating at a finale event - an immersive brand activation event at Malaysia's largest Chap Goh Meh gathering in Penang City Hall. The campaign was rolled out on the 3rd day to the 15th day of Chinese New Year, after consumers had celebrated their first days' Chinese New Year reunions.

Describe the execution (30% of vote)

In a 12-day long marketing blitz, REDOXON went on-ground to key market centres with these digital oranges. With every free REDOXON orange sampling sleeve, consumers were engaged to throw their digital orange and get match-made! As pre-publicity, a REDOXON gift box was disseminated to KOL and bloggers, to amplify the message and promote the contest participation. At the finale event, a giant screen was built at Penang City Hall in partnership with Penang Tourism Board. Participants would again scan QR codes from their REDOXON sampling sleeves, log into Facebook, key in their details and swipe to throw their digital oranges, but this time into the giant screen - directly from their mobile phones! They could also scoop up other participants’ oranges. On the system back-end, consumers who were scooped up, would be connected via personal message, to be notified of their good fortunes and love match!

List the results (30% of vote)

Over 12 festive days of Chinese New Year, 19,000 on-ground participants were reached across the 3 key market centers of Malaysia. Publicity-wise REDOXON garnered RM300,000 PR value from 42 media. The finale event itself achieved 9,029 participations and 815 social media shares, out of the 15,500 attendees. In this festive period that is traditionally packed with ‘big boy’ advertisers, REDOXON chose a very targeted activation strategy to connect with their audience, focusing on the key market centers of KL, Johor and Penang. Penang being the state with the largest Chap Goh Meh celebration. The innovative manner of activation was able to resonate with their audience, creating talkability and positive feedback about the brand. The campaign also recruited many new fans!

Please tell us about the cultural insight that inspired the work

Chap Goh Meh (Chinese Valentines Day) is a tradition that is still celebrated across Malaysia. However the custom of throwing oranges into the river to find true love is slowly being forgotten by our young, tech-savvy generation.The largest gathering that still practises this custom of throwing oranges is found in Penang, where we held our finale event. REDOXON being an orange-flavoured Vitamin C, wanted to connect with the target audience in a fresh and innovative way. The gifting of oranges during Chinese New Year has so many positive connotations - good luck, health, prosperity, bringing you gold, etc to the receiver. The gifting of REDOXON 'oranges' and the action of tossing of REDOXON digital oranges, was a perfect tie-in to these age-old customs.Thus the creative idea of 'REDOXON - THE GIFT OF HEALTH, LOVE & PROSPERITY'.