Lifebuoy: Anti-Bacterial Red Packet [image]

Credits & Description:

Brand: Unilever China
Country: China
Advertising Agency: Bbh China, Shanghai
Entrant Company: Bbh China, Shanghai
Media Agency: Bbh China, Shanghai
Pr Agency: Bbh China, Shanghai
Production Company: Bbh China, Shanghai
Additional Company: Bbh China, Shanghai
Creative Director: Jeffrey Sun (Bbh China Ltd.)
Associate Creative Director: Ken Wong (Bbh China Ltd.)
Account Director: Rei Zhang (Bbh China Ltd.)
Copywriter: Sasha Chen (Bbh China Ltd.)
Senior Digital Creative: Aser Cao (Bbh China Ltd.)
Creative Director: Jay Qian (Bbh China Ltd.)
Managing Director: Christine Ng (Bbh China Ltd.)
Associate Producer: Ella Cao (Bbh Live)
Director: Jeep Chow (Attic)
Art Director: Woody Pan (Bbh China Ltd.)
Associate Art Director: Ying Wang (Bbh China Ltd.)
Strategic Planner: Matt Nolan (Bbh China Ltd.)
Copywriter: Ruby He (Bbh China Ltd.)
Motion Graphic Editor: Billy Zhou (Bbh Live)
Chief Creative Officer: Johnny Tan (Bbh China Ltd.)
Executive Creative Director: Leo Zhang (Bbh China Ltd.)
Copywriter: Derek Lui (Bbh China Ltd.)
Director: Leo Liu (Bbh Live)
Business Director: Elvis Li (Bbh China Ltd.)
Art Director: Yoyo Yang (Bbh China Ltd.)
Campaign Description:
Our research found that over $17billion worth of Chinese RMB is exchanged during CNY using Red Packets. And, not surprisingly, this cash is covered with over 10m germs! Because traditional channels could not address this in a meaningful way, Lifebuoy innovated an interactive solution worth talking about.We created the first Chinese New Year red packet made completely out of anti-bacterial soap. Parents used it to contain cash gifts for their children, and after children opened them they could use the packets to actually wash their hands; effectively killing germs at a crucial time. This product created an experience that seamlessly integrated our brand truth & product value into the Chinese New Year gifting ritual, while encouraging parents and kids to wash their hands with Lifebuoy soap. It wasn’t just a product placement - it was an engaging educational experience to establish lasting healthy habits.
Outcome:
During the campaign period, Lifebuoy drew massive national attention both online and off. Major news outlets picked up the story, and people rushed to weigh in on the conversation, which gained momentum beyond the campaign period.As for the direct impact on the problem of health education in rural China, in 2015 the packets reduce the number of sick children in villages by 53%.In 2016, the packets protected 14.7 million children from contagious diseases and helped them form healthy habits.Across all social channels, the brand saw enormous success and mass visibility, achieving 1.84 billion global media impressions. Overall, the campaign directly contributed to a 39% increase in sales.
Execution:
During the New Year period of 2016, Lifebuoy drew the national media attention by innovating Red Packets that came with a healthy reminder: “When it’s time for the reunion dinner and the exchange of red packets, kids could wash their hands with the red packet itself.”In doing so, healthy hygiene rituals were formed, fulfilling the ultimate wish traditionally intended for each packet: to have a healthy, happy future. To amplify the idea and the conversation it started, Lifebuoy partnered with three major social media platforms and KOLs. Lifebuoy also brought the story of its antibacterial red packets to life on 5500 LCD screen and 363 train station – all high traffic areas during the holiday season. To put the packets in the hands of consumers who need them most, Lifebuoy worked with 5 charitable distributors, handing out more than 500,000 across 800 stores.
Synopsis:
Lifebuoy was a late entrant to China - a market dominated by brands with big media budgets. In search of more efficient and emotive solutions to reach Chinese consumers, Lifebuoy searched for unique channel opportunities that would start meaningful that would break through a cluttered media environment while also creating real value for consumers.The challenge was perpetuated during the peak holiday season of Chinese New Year – a time when not only is share of voice is harder to achieve, but there is also a real sanitation issue as avoidable pediatric illnesses jump by 60% in rural areas of China. As brand built on ritual hygiene, Lifebuoy sought an opportunity to embed itself into the rituals of the season and create experiences that would teach consumers about healthy hygiene habits. Specifically, Lifebuoy wanted to create a totally unique experience out of the ritual exchange of the red packets.
Strategy:
As we went on this creative journey, we analyzed two seasonal tensions parents face across China: 1) Keeping their kids healthy during a time of year when pediatric illnesses increase by 60% and 2) Red-packets, an age-old medium of gifting cash, passed between adults and children (often during the ritual reunion dinner). The problem? There is a notable lack of health education within the rural areas that the brand sought to address, and the lack of visibility for germ transmission is not strong enough to communicate by itself.In the problem, however, we found our solution: go right to the heart of the holiday season’s traditions to create a ritual experience that could act against both obstacles the brand faced. Our goal then became to start a conversation about healthy rituals, amplified by the rituals exchange of red packets.