Using the tagline ‘it’s my choice for unknown hero’, the new Rmb 100 million (US$14 million) drive uses the experiences of real pain sufferers to better connect with the product’s 29- to 49-year-old target audience.
“For the GSK TVC, we decided to focus on a real-life situation in order to accurately reflect the difficulties people face in their daily life,” said Kweichee Lam, executive creative director at Ogilvy & Mather Advertising Beijing, which crafted the programme.
“It makes us more aware of those in need, and allows us to connect with the consumer on a different level.”
The 30-sec TVC, which will be run nationwide for a year, is called ‘Teacher Shi’ and features a teacher who singlehandedly constrcuted a school in poor living conditions to help more than 100 impoverished children outside of Beijing.
As a result of his long hours and strenuous work, he suffers from muscle and joint pain. Fenbid is his solution for battling the pain and allowing him to continue focusing on what really matters.
Ogilvy is leveraging different communication channels to effectively promote Fenbid in the China market.
The campaign will include TV advertising, print, radio, out-of-home, public relations, online and retail communications.
