ONLY MEN KNOW MEN THE BEST

TitleONLY MEN KNOW MEN THE BEST
BrandOTSUKA PHARMACEUTICAL (H.K.) LTD.
Product / ServiceULOS
CategoryB03. Use of Broadcast
EntrantHAKUHODO NEXT Hong Kong, HONG KONG
Idea Creation HAKUHODO NEXT Hong Kong, HONG KONG
Production TUCKSHOP FILMS Hong Kong, HONG KONG

Credits

Name Company Position
Mike Chiu Hakuhodo Next Ltd. Head of Creative
Anna Chung Hakuhodo Next Ltd. Creative Director
Matthew Xu Hakuhodo Next Ltd. Associate Creative Director
Ring Lau Hakuhodo Next Ltd. Art Director
Natalie Leung Hakuhodo Next Ltd. Senior Copywriter
Anthony Yip Tuckshop Films Ltd. Director
Connie Lui Tuckshop Films Ltd. Executive Producer
Fiona Lun Tuckshop Films Ltd. Producer
Simon Hau Tuckshop Films Ltd. Cameraman

Why is this work relevant for Brand Experience & Activation?

It seems men who are ready for grooming don’t know how to take good care of their skins. In fact, it’s because men don’t know themselves well. They need a guidance experience to awaken their self-understanding and discover their inner needs for grooming. The “Only men know men the best” campaign is exactly tailored for men to experience the grooming processes, awaken their inner needs as well as feel the convenience and simplicity of the ULOS products which are tailored for men.

Background

Situation: In Hong Kong, men are careless about grooming. It seems it’s because they are lazy or they don’t want to be sissy. In fact, it’s because they don’t understand themselves well and fail to find a right skincare product. Brief: ULOS, the skincare brand designed for men, launched 5 products, catering men’s habits and addressing men’s inner needs for grooming. Objectives: To awaken men’s self-understanding for grooming, and bridge the gap between their inner needs and the product benefits, through experiencing the convenience and simplicity of the ULOS products.

Describe the creative idea (20% of vote)

A TVC series experience, Only Men Know Men The Best, was created by introducing ULOS Man, a gentleman who knows men the best and appears whenever he is needed to take thoughtful care of men with grooming, from their body to their soul. He also guides them to discover their needs for grooming, as well as experience the convenience and simplicity of the ULOS products.

Describe the strategy (20% of vote)

Target Audience: Men, 20-39 years old, who are ready for grooming but don’t know how to start, what they need and what is good for them. Approach: It seems men don’t know about skincare. In fact, men don’t know themselves well. Therefore, we tailor-made a TVC series experience by introducing ULOS Man who truly understands men and takes good care of men’s grooming. In this way, we awaken men’s self-understanding and let them discover their real needs for grooming by experiencing the ULOS products in different daily scenarios.

Describe the execution (30% of vote)

5 versions of TVC were tailored for 5 ULOS products correspondingly, leveraging different daily grooming scenarios, such as face washing, showering, sunblock application etc. In each TVC, ULOS Man shows up to take care of men’s grooming and guides the experiences of each ULOS product. The campaign was extended to various channels. The outdoor ads were leveraged to create bigger awareness. The TVC series were turned into online video contents to engage with the target audiences and guide them to the product consideration, bringing the ULOS experience to life.

List the results (30% of vote)

ULOS Market share increased by 45%. The sales of Face Sheet, Face Wash and Skin Lotion went up by 223%, 63% and 75% respectively. The TVC series not just dominated the TV prime time, but also went viral on social media, with over 2,181,058 views. The ULOS man became a hot topic in men's social channels. Some target audiences even turned into sharers from askers, sharing their grooming tips online.