The foray was conceived and developed in conjunction with MindShare China’s ESP unit, which handles branded content. The romance-based reality show will feature 32 contestants in a speed dating setting in China, with the finalists trying their hand at romance in Bali.
The programme spans a series of 20 webisodes consisting of five minutes each. These will culminate in a series of four further spots surrounding the final, with several challenges taking place in mud caves in both locations.
Participants will have to go through a variety of challenges, including speed dating one another covered in mud so as to focus on the person’s personality, rock climbing, best pick-up lines and camera interviews.
“When we first got the brief, Pond’s wanted something romantic, that played on the mud element, so we came up with the creative concept from there,” said Ron Lin, MindShare ESP China project manager.
“In terms of the overall objective, Pond’s spends a lot of money globally on its brands to make sure it maintains its relevance, so it is trying to associate this dirt-cleansing product with romance, to stir up young audiences’ interest in falling in love — because that’s what young people do.”
The series will be aired from the end of July on Sina.com. It has been produced in conjunction with MindShare’s strategic partner, Shanghai-based production house Wu Shuang.
Pond’s competes mainly with Olay, Nivea and Biore.
