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The First Hello

The First Hello | 拜耳 | Bayer | 智威汤逊 | JWT
下载原始文件 下载原始文件 JPG | 4000x2825px
基本信息
行业: 医药
媒体:网络
投放:中国
风格: Minimalism
说明cnen
Outcome

In the face of regulatory restrictions, the campaign bridged a consumer need and used media technology to bring Chinese expecting couples closer together to foster a healthier next generation. For the first time ever, Scianen’s purchase intention decreased (-58%). During the campaign, all competitors also saw purchase intention decrease, while Elevit’s purchase intention increased by 22%. (2016. June vs. 2016 July) 14.1 Million unique viewers watched the branded content and nearly 1.4 Million went to our campaign site to watch and read more about Elevit and the campaign. Through our media strategy, we also achieved an on-target rate of 40% where the accepted industry benchmark is only 30%.Beyond that, the campaign also achieved substantial reach, engagement, and social lifts with social buzz increasing 88% post campaign.
Execution

We created a device to enable Chinese fathers to say their first hello to their unborn children which allowed them to physically feel the baby’s heartbeat alongside a recording of their baby’s ultrasound. Those experiences were then filmed, produced as branded content and distributed to a tightly targeted audience of expectant parents – identified through programmatic video media.Using the parents’ unique online behavioral data on search, we created specific profiles to tag our very specific target audience. Through this precise targeting, we served ads to expectant couples that directed them to Elevit’s campaign site to get more tips on co-parenting, and gave them the opportunity to watch more branded content. We then retargeted those who interacted with our campaign to purchase through e-commerce and receive a limited-edition gift pack that included the exclusive Elevit heartbeat tracker for a chance to record and remember that special moment.
CampaignDescription

In China, the financial burden of raising a child means fathers’ primary focus is making money from work. Consequently, many Chinese women feel a false sense of “single motherhood” with husbands only seeing their wives <1 hour per day. To matters worse, in China men are not allowed in the ultrasound rooms to see or hear their unborn baby. This exclusion creates a separation between the couple, and research indicates that expectant Chinese fathers feel they miss out on momentous moments in their life that they can never get back. Elevit had a natural competitive advantage against the leading brand, Scrianen as it contained twice as much folic acid. However, despite this, China’s restrictive government legislation bans this information from being advertised directly to consumers.How could we get prospective parents’ attention and stand out from Scrianen when we can’t talk about our unique product benefits or influence healthcare professionals?
Strategy

These insights helped us see an opportunity for Elevit to bring Chinese parents-to-be closer together and enable them to experience something unique.Without the ability to deliver advertising messages around Elevit’s unique product benefit of helping babies develop to be strong and healthy, we had to find another way to drive brand preference.Our campaign was built not around product benefits but focused on giving future parents something that Chinese society made it difficult for them to achieve themselves: the ability for a couple to more fully share the pregnancy experience. Finding something unique to bond the couple would provide a communication opportunity and a platform for deeper message impact, especially when the father could be actively involved. Creating small moments of shared joy during the pregnancy journey meant we would be able to deliver exponential value to the campaign and the brand.
Relevancy

Men in China are not permitted to accompany their partners to the first ultrasound of their unborn child. Elevit tapped on this opportunity to provide couples with a high-value benefit in a credible hospital setting, using this platform to promote their superior Pre-Natal Multi Vitamin Supplements (PMVS), delivering relevant messaging, leading to trial and purchase. Breaking through the noise of the market leader - Scrianen - was critical to success in a country limited by strict government legislation surrounding medical communications, and the uplift in business reflected this new approach.
Synopsis

Elevit was fighting an uphill battle within China’s PMVS (Prenatal Multi Vitamin Supplement) category. It was dominated by a government-owned brand, Scrianen, that not only had the support of doctors and hospitals but also the hearts of consumers. Our objective was to help Elevit become the #1 preferred PMVS brand.
制作信息
品牌:
广告公司:
制作公司:
其他职位:Entrant Company: PHD, Shanghai, China
Advertising Agency: PHD, Shanghai, CHINA
Media Agency: PHD, Shanghai, CHINA
General Manager, Shanghai, Richard Zhang, PHD China
Programmatic Manager, Mark Watson, PHD China
Programmatic Associate Manager, Azazel Chau, PHD China
Associate Tactical Planning Director,TV Buying, Kiki Ye, Omnicom Media Group
Senior Tactical Planning Manager,TV Buying, Kevin Xu, Omnicom Media Group
Senior Director - OMG Programmatic, Christine Hsiang, Omnicom Media Group
Planning Executive, Joocy Zhou, PHD China
奖项
戛纳国际创意节 2017
入围 媒介应用
Use of Branded Content created for Digital or Social Media
戛纳国际创意节 2017
入围 媒介应用
Excellence in Media Insights & Strategy
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