‘Happy Whisper’ features an online platform at happywhisper.com, with supporting TV executions. The site features blogs, forums and a ‘Manifesto’ competition.
The campaign also has entertainment and sports stars discussing their experiences online, including Jiang Peilin, chief editor of beauty magazine Zhao Conghui, actresses Chenyi and YuanQuan, as well as athlete Liuxuan.
The campaign also has entertainment and sports stars discussing their experiences online, including Jiang Peilin, chief editor of beauty magazine Zhao Conghui, actresses Chenyi and YuanQuan, as well as athlete Liuxuan.
The celebrities will also form the juding panel for the competition, with prizes including a two-person trip to Thailand and iPod Nanos. “Our objective was to help women feel more comfortable during their period and enjoy being a woman, because we know it’s very hard,” said Elaine Hui, associate account director, Arc Worldwide Hong Kong, which handled the online creative.
The creative strategy was devised by Leo Burnett Hong Kong in association with Arc. Starcom and Digitas also contributed with media planning and buying and digital support respectively.
