Brand: Yili Meiyitian
Advertiser: Yili
Agency: Cheil Pengtai, Beijing
Chief Creative Officer: Peter Shen
Executive Creative Director: Tommy Liou
Creative Director: Kevin Zhang
Copywriter: Helen Song
Art Director: Webb Zhang
Film Production Company: Cheil Pengtai, Beijing
Post-Production Company: Cheil Pengtai, Beijing
Special Effects Company: Cheil Pengtai, Beijing
Sound Production Company: Cheil Pengtai, Beijing
Print Production Company: Cheil Pengtai, Beijing
The Brief: With A Brand Slogan Of keeping Health Fun", Our Client Wants A Campaign That Can Stand Out Among The Conventional Ways Of Fmcg Advertising. The Brands Target Consumer Is Young White-Collars Who Constantly Look For Exciting New Things, They Are Usually Under Huge Working Pressure And Therefore Overlook Their Health Condition, They Can Hardly Find Time To Get Health Checks Too Since It Is Difficult To Ask For Leave From Work. When They Do Find Trouble With Their Health It Is Usually Too Late.
The Strategy: We Want To Offer Our Target Consumer Something Innovative And Fun That Can Attract Their Attention Yet Still Close To Their Daily Life, The Goal Is To Create A Smart System That Cares For Their Health And Bring Excitement. Most Young White-Collars In Beijing Use Public Transport As Way Of Transportation To Work, And During This Sometimes Hour-Long Daily Commune, Most People Would Either Stare At Their Smartphone Or Simply Be In A Trance. Why Not Make Their Journey More Meaningful And Fun? Hence This Idea Of Offering Free Health Checks During Their Daily Commune By Adding Innovative Gadgets.
The Execution: We Created The Worlds First Smart Bus Health System. We Designed Bus Handstraps That Can Detect Passengers Health Indexes Such As Heart-Rate, Body-Fat And Balance. The Figures Are Displayed On The Mini-Monitors On The Handstraps, And Can Be Transferred To Smartphones Via Nfc. Passengers Can Also Share Their Health Data With Friends To Supervise Each Other In Their Health Managing, While Getting Free Drink Vouchers Too. Aily Commune To And From Work Is Usually A Long And Exhausting Experience, But By Adding A Little Fun Gadget, This Experience Becomes Fun And Meaningful.
The Result: 350,000 People Were Involved And The Topic Was Forwarded For A Total Of More Than 3,000,000 Times On Weibo, Chinas Most Popular Microblog Platform. In A Report Published By Nelson, Meiyitians Brand Rating Became Significantly Higher Than Competing Products In Terms Of Innovation And Social Responsibility. In Addition And More Importantly, We Have Created A New And Innovative Media Platform For The Future Of Advertising.