This category is for efforts that effectively reached their audience through the creation of original branded content that is not advertising. The award honors branded content led ideas that are the heart of the communications program.
In China, proprietary Chinese medicine advertisements are subject to a lot of regulations, mostly conservative and traditional. "Rongchang Antai" is a famous brand of acne medicine in China. The ant slogan of "Autumn Navel, Hemorrhoids" is familiar to the public for many years, but consumers can't understand the principle of applying navel to cure hemorrhoids. Advertising regular routes, using innovative and exaggerated techniques to shape the image of “small butt” and “small navel”, and strengthen the interaction between them through the interaction of “small ass” and “small navel” to solve consumer perception. The problem, the vivid and interesting story also breaks the tradition and attracts more attention from young consumers.
Client: Rongchang Pharmaceuticals
Agency: Cheil China