Why is this work relevant for Integrated?

Our client wanted to create a single customer engagement programme that unifies all their businesses under one umbrella brand. Those businesses are well-known brands across sectors: Health & Beauty, Grocery, Convenience, Home Furnishing, F&B, Finance and more. The new brand was driven by a single App - a simple mobile first solution that would transform customer experience. Dairy Farm created a CRM ecosystem handling high volume daily customer transactions, issue Points and handle redemption- all in real time. Our work aims to get cut-through for a new engagement programme delivering 10x value for millions of customers in Hong Kong.

Background

The Dairy Farm vision was to launch Hong Kong’s biggest ever rewards club, with a network of over 2,000 shops & restaurants. All connected by a single App that would issue and redeem Points across all outlets. The brief from the client was to create a memorable, straightforward and simple campaign. Client aims to create a new brand that would speak to all 7.4 million Hong Kong people as well as to launch a new brand with a fully integrated multi-channel campaign, using fun hero content. Also, we aim to create simple key messages in ‘paid for’ media and using all store assets, delivering an engaging campaign that matched the brand promise: ‘More Places. More Rewards. Faster.’ Last but not least, client target to educate, inform & entertain- and drive downloads of the new brand App.

Describe the creative idea

Our vision was to launch Hong Kong’s biggest ever rewards club with a network of 2,000+ shops & restaurants. All connected by a single App that would issue and redeem Points across all outlets. A clear customer value proposition was created: HK$1 spent = 1 Point, which can be multiplied up to 4X with enJoy card. ‘More Places. More Rewards. Faster’ was the brand promise and would be the basis of all launch communications. To make yuu Rewards Club a memorable, straightforward and simple campaign in Hong Kong, we wanted to make yuu a sonic brand - we selected the ideal song to rewrite and make the new brand immediately distinctive and memorable - Billy Joel’s song ‘Uptown Girl’ – it has been a huge hit in HK, and has constantly been rejuvenated, internationally & locally. Our message was simple: Download the App & sign up for yuu today.

Describe the strategy

Our strategy was carefully considered, with a broad range local audience skewing towards mature groups / domestic helpers / expats. We picked the father & son combo of George & Alex Lam to represent the yuu song. George was the “original” HK singer of the song, with an 80’s canto hit- and he resonated with household decision makers. Alex is a talented KOL, with a healthy image and a big following with younger audience. We re-wrote the song and George Lam’s unique vocal style elevates the memorability of the song. We also used Alex to film videos with KOLs from different walks of life: Emi Wong (health & fitness), Christy Leung (beauty & young mum), Siu Sze (promotional offers guru), launching them on YouTube and social platforms to specific target audience. The campaign ran everywhere across digital, social, OOH and with millions of POSM in 2000+ retail outlets across HK.

Describe the execution

We put yuu Rewards Club brand strategy to register the visual and sonic branding on mass scale: • Iconic OOH sites throughout Hong Kong • Major transportation vehicles and stations To reach the 24/7 coverage and drive digital engagement, online & social media were our 2nd wave: • yuu Rewards' MV on YouTube Masthead & bumpers • Key visual domination in online programmatic network • Call-to-action videos from KOLs • Audio pop-up ad on music streaming platforms • 3 episodes of educational video on social media platforms • Education content on lifestyle publishers platform to explain customer benefit To complete the O2O strategy after building awareness and engagement, the POP environment nudged our consumers towards action: • yuu song and POSMs in 2000+ retail outlets to remind consumers to download the App and start earning Points • Specially trained yuu Rewards Team Members in every outlet for app download help

List the results

Our launch was a staggering success, gaining near-universal recognition of the yuu name within just four weeks. We bullseyed our aim of ‘earworm’ status for the yuu song which saw over 2.0M+ downloads of the app in the first four weeks alone, being the App of the year in Hong Kong. What we achieved: • 97% awareness in four months • 41% TOMA • 16M+ YouTube views • 5x more social engagement • 10K+ original social discussions than any of the competition