Glaxosmithkline (GSK): Glaxosmithkline (GSK)

Credits & Description:

Brand GLAXO SMITH-KLINE
Entrant MCCANN HEALTH SHANGHAI
McCANN HEALTH Shanghai, China Entrant Company
McCANN HEALTH Shanghai, China Idea Creation
Connie Lo McCANN Health Support on idea
Wendy Chan McCANN Health Create idea, communicate with client, follow up production
Samson Du McCANN Health Support on idea and production
Yinhao Wang McCANN Health Support on idea execution and production
Dora Zhoz McCANN Health Production
Laura Zhou McCANN Communication with client
Susie Zhao McCANN Communication with client & event company
Ng KitBun Craft Worldwide, part of McCANN group Technical management / Technical Development
Vanessa Wen Xing Zhen Production
Verena Lam McCANN Health Copy Writing
Danny Li McCANN Health Creative
Chanfron Zhao McCANN Health Creative in beginning stage

Entry Summary
Chinese young female are private about themselves but on social they are open and share.
Selfies are massive triggers that young woman obsess over.
By using selfies, they get movie ticket with their photo and than they receive another photo while watching movie which is 20 years older. Not only will shock them and make them take action but these 2 photo give them enough material to share in social platform. And surprisingly their friends are interested in understanding cervical cancer vaccine. So it becomes a more open topic.
Started from a outdoor ticket booth and selfies, we help the young girls to protect their own future.
Brief With Projected Outcomes
No Pharmaceutical brands are allowed to be named in any consumer communication.
Brief Explanation
From getting movie ticket to in theatre, the whole use of ambient communication disrupted the norm of viewing audience and cause immediate engagement. Tickets are sold out in 30min. 71% of event participants are committed to protecting their own future. 44% wanted to learn more about cervical cancer vaccines. This is a breakthrough!
Audience
Target audience are young busy female university students. To attract them, we created the first ever outdoor ticket booth in their must pass places.
When they get close, they are surprise that they can get personalize movie ticket with their photo printed by doing what they love most- selfies.