Brand: Lifebuoy
Advertiser: Unilever China
Agency: Bbh China, Shanghai
Chief Creative Officer: Johnny Tan
Executive Creative Director: Leo Zhang
Creative Director: Jay Qian/Jeffrey Sun
Copywriter: Summer She/Derek Lui
Art Director: Woody Pan/Yoyo Yang
Agency Designer: Woody Pan/Yoyo Yang
Account Director: Rei Zhang
Account Executive: Cobain Cheng/Ruby He
Strategic Planner: Jonathan Koh
Film Production Company: Bbh Live, Shanghai
Director: Leo Liu
Gaffer: Leo Liu
Executive Producer: Ella Cao
Film Producer: Ella Cao
Production Assistant: Iris Zhang
Head Of Operation: Janel Kok
Post-Production Company: Bbh Live, Shanghai
Editor: Leo Liu/Billy Zhou
Post Producer: Ella Cao
Print Producer: Jimmy Liu
The Brief: The Brief From Our Client Was To Create Brand Awareness During The Chinese New Year Holiday- The Most Cluttered Media Environment Where Size Of Media Budget Typically Determine Share Of Voice. We Needed To Create Something Topical That Would Cut Through The Clutter And Something That Could Exist At The Very Heart Of The Holiday. Our Aim Was To Create An Experience That Put The Product Into Consumers’ Hands And Gave Them A Reason To Try.
The Result: Over The Chinese New Year Period (From 17th To 25th Feb), Lifebuoys Red Packet Campaign Reached Over 270,000 Target Households. Brand Awareness Up By 17%. A Total Of 830,000 Usd In Free Media Impressions. It Received 1.77 Million Views On Weibo With Over
300 Shares And Comments, And Over 150,000 Reads On Wechat. Lifebuoys Baidu Search Index Increased Over 300%. It Received Mention On Over 20 Industry Websites.