Advertiser: DANONE
Agency: FUSE
Category: Best Use of Branded Content & Sponsorship
Content Excutive: Suki Chen (Fuse)
General Manager: Calvin Fu (Fuse)
Content Director: Gigi Chen (Fuse)
Content Manager: Kevin Zhang (Fuse)
Effectiveness
Total TV audience reached to 80,200,000 viewers nationwide.•10.5 million Video Viewings of online show•3.6 million consumers joined the Mizone The Cube Tour•1.5 million downloads of Mizone The Cube smartphone App•Media Value ROI: 459%•Brand relevance increased from 61% to 67% nationally•76% growth in sales versus the same period in the previous year
Execution
Mizone partnered with Dragon TV (DTV), one of China’s top provincial satellite TV stations, to air “Mizone The Cube.” Mizone was fully integrated into the show’s game technology and helped contestants get ready for the challenge at hand. Across 11 episodes from May – July of 2012, multiple mentions of the Mizone state of “restoration” and “Ready for Life” were integrated into the program.The show was promoted via fully integrated 360 degree communications including nationwide BTL activities covering 15 cities and trade promotions with 200,000 displays and 700 million packages featuring interactive promotion. Online buzz was created via Sina Zone & Sina Weibo (China’s Twitter), integrated into DTV’s official website, promoted on Youku, (China’s youtube), and supported via Baidu SEM. OOH awareness was delivered via outdoor and in-taxi LED screens, bus shelters and bus body advertising. Deeper consumer engagement was achieved through SMS interaction.
Strategy
Mizone was facing fierce competition in the Sports Drink category in China and needed to reposition itself as a vitamin drink delivering with wider occasional appeal to drive sales and market share. Mizone had developed a new brand idea addressing 18-35 year old urban achievers called “Ready for Life”, emphasizing its ability return people to a state of peak performance to tackle life’s everyday challenges. Their business goal was to increase engagement with their core target audience to help power business growth by 54%.We needed to identify a platform where we could dramatize how Mizone can provide people with the physical and mental restoration they need to face life’s everyday challenges. “The Cube”, a very popular game show from the UK, was identified as a perfect vehicle as it features contestants facing challenges and we could deliver our core message “Ready for Life.”