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To be Shi-li-Pai

Head & Shoulders (H&S) is the world’s best selling anti-dandruff shampoo and market leader in Taiwan. In February, CLEAR, a major competitor, introduced a competing product followed by an island-wide promotion that quickly captured the public and media’s attention P&G’s research revealed that CLEAR seized market share from H&S, especially the key men’s segment. To regain market share and reinforce its prominence, a PR campaign was introduced, entitled “To be MVP. To be Shi-li-Pai”, (Definition: MVP = Most Valuable Player; Genuine Strength = Shi-li-Pai), which can be interpreted as “To be an MVP requires genuine strength”, thus echoing H&S’s campaign slogan

Tags: Head & Shoulders | PR | Taiwan |

Feb 18, 2014

Jom TTS

Jan 20, 2014

KOREANS' BIG MAC SONG!

The Big Mac was no longer iconic in Korea and competition among fastfood chains was increasing with discount mechanics like coupons and price promotions. It was tough to change consumer’s mindsets, our campaign objective was to reignite consumers’ cravings for the Big Mac and stimulate consumption, without relying on discount coupons or promotions and we needed to successfully localize McDonald’s 1974’s commercial, ‘Big Mac Chant’ which was big hit in the U.S as well.

Dec 06, 2012

DONATING 2-BARCODE WATER

Minewater wanted to show that its purified and mineral-rich water was good for everyone. So, they launched a campaign to help the millions worldwide who don't have safe drinking water. Research showed that 89% of people wanted to donate, but in reality only 0.9% actually donated. How could the company connect with people and also make it easy for them to donate?

Nov 30, 2012

FLAVOR RADIO

Seoul loves coffee. That's why the Korean capital is called the 'City of Coffee'. People there knew Dunkin' Donuts for their donuts, but they associated the brand less with coffee. The company wanted more people to choose Dunkin' Donuts for coffee, rather than visit other cafes. How could they make people associate Dunkin' with coffee?

Tags: DUNKIN' DONUTS | Out of Home | Korea |

Nov 30, 2012

HERE BALLOON

S-Oil wanted to show it had a mission: to save oil. They knew South Korea's capital had some of the highest gasoline consumption in the world. What's more, car use was increasing, petrol costs rising, and parking spaces scarce. Every day, a Seoul driver wanders for 500m to find a space. Over a month, this comes to 15km of driving. People were using around a litre of gas just trying to park.

Tags: S-OIL [Obsolete] | Out of Home | Korea |

Nov 30, 2012