To promote a new series of herbal tea drink “ZHI JUE” (intuition), Uni-President has recently launched its integrated marketing campaign, using a fun and interactive online video and a digital communication program to create awareness and raise the sales of the product.
The campaign will run from 1st July to 31st August 2013 through in-store displays, as well as digital platforms, including micro-advertising and interactive activities on Youku and PPTV and “Roselle god is coming” video-sharing promos.
Earlier this year, Grey Group set up its full scale in-house digital unit – Digital Hub in Greater China. Digital Hub will be fully responsible for ZHI JUE’s digital campaign, from communications strategies to integrated creativity as well as online and offline interactive content development. ZHI JUE’s brand positioning and new product development have been supported by Innovation Lab, another of Grey’s recently established units.
Insight & Innovation: The Chinese working class, aged 25-35, are in their foundation-building phase of life – many of whom are exhausted from working overtime or staying up all night, and in the process, neglecting their health and ignoring warning signs from their bodies such as waist and shoulder pains, drowsiness, and experiencing low energy; they are simply unable to actively live their lives.
Creative & Strategy: How can we get these lethargic consumers who are often suffering from low energy to be interested in a new drink like ZHI JUE?
“Uni-President chose digital as the main communication channel as this particular digital campaign is very unique. Grey’s global planning tool, SHIFT, ensured that our strategic planning work, starts from initial product innovation. This allows us to turn our consumer insight into an effective digital strategy, presenting a campaign with clear direction and long term effectiveness, as well as a close and lasting cooperation between Grey and our client,” said Canon Wu, Chief Digital Creative Officer of Grey Group Greater China.
ZHI JUE’s brand positioning is to naturally awaken the body by listening into your intuition, being aware of its needs and acting immediately on it. The more intuition you have, the more balance and joy you will find in life.
“The Big Idea that was presented by Grey answers our target consumer’s psychology demand: to awake overworked bodies and to reach a healthy up-beat level in life and work. Judging from the rapidly growing attention online, the creative idea certainly works well with our target audience. The fun element in the viral video is another add-on,” commented a spokesperson for Uni-President.
Integrated Digital Solution: Uni-President has released a 15-second clip (micro-ad) “Chapter I: Trance-coma” on major video sites. The story has comic elements and resonates with white-collar workers, thus able to attract a high number of visitors who would like to know the story’s ending. The site also encouraged the viewers to enter a special event page. Viewers are not only able to watch the full story but they are also able to choose a different ending of the plot. This promotes interaction and engagement with viewers through comical office sketches like "intuition dance class" which has sparked hot online and offline talks and parodies.
"ZHI JUE" herbal tea drink is available in two flavors – Roselle Flower, which has a refreshing sweet sour taste and Honey Chrysanthemum which promises a body-cooling effect with a light fragrance. The second phase of the campaign is expected to kick-off in August with a chapter II video and more interaction programs.
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