In China, at least 34 per cent of adults aged 35 years and older experience urine leakage at least once a week. Ogilvy Advertising developed a digital solution that shares the advantages of Depend’s wide range of adult care products with the caregivers of incontinence sufferers.
The campaign, which will run through mid-December in mainland China, features a 60-second online video that shows the little white lies that parents tell to express their love. The video is linked to a microsite featuring a 'lie-detector test', a questionnaire that asks adult children about their elderly parents’ habits. The caregivers can apply online to receive free samples of Depend products.
To drive traffic to the campaign microsite, Ogilvy also teamed up with Kimberly-Clark to create online banner ads for PPS, Baidu and health portal 39.net that encourage consumers to openly discuss this health issue on Sina Weibo.
“Incontinence is a universal health issue that impacts so many elderly Chinese, but they often feel embarrassed and voiceless to openly discuss the problem,” said Jaja Lang, marketing director for Kimberly-Clark Adult & Feminine Care. “In an effort to alleviate their physical and emotional discomfort, this campaign offers an intimate and comforting way to raise awareness of the issue with the people who are best positioned to help these sufferers—their children.”
Thomas Zhu, group creative director at Ogilvy & Mather Advertising/Shanghai, said the agency’s communications strategy aimed at opening up a fresh conversation about the often overlooked issue by "focusing on the caregivers rather than the beneficiaries”.
“We found a way to build a deep emotional bond with the target audience of Chinese sons and daughters in their mid-20s and up by tapping into the Chinese value of filial piety,” he added.
Credits
Project title Depend brand digital campaign
Client Kimberly-Clark Depend
Brief To raise awareness of Depend as a premium adult care brand in mainland China
Creative agency Ogilvy & Mather Advertising/Shanghai
Group creative director Thomas Zhu
Art directors Phoebe Liao, Jack Xuan
Copywriters Kevin Sam, Kiddy Wang
Agency producer Anthony Lee
Managing director YUAN Yong
Business director Franie Zhang
Account team Angel Chen, Jadie Gu, Ashley Zhou
Media agency Mindshare
Production house Pro
