CASE STUDY: Centuries-old Chinese pharmaceutical tries for trendy image

Background

Founded in 1582, Ma Ying Long has been a market leader for centuries. The campaign, launched late last year, was an attempt to bridge the gap between the brand's long history and young Chinese consumers.

Aim

Hemorrhoids is an embarrassing topic for most Chinese. The campaign aimed to change perceptions and make Ma Ying Long's hemorrhoid cream trendy.

Execution

Partnering with Tudou.com, Ma Ying Long put out a call for original creative videos about hemorrhoids, including the pain and suffering the disease causes and the ways to fight it.

Results

Within a few weeks, 117 entries were submitted, seven of which awarded final winners. Combined, the videos were played nearly 20 million times.

One of the most successful viral videos, Nono Panda, shows an endearing cartoon panda with an agonising case of hemorrhoids. It is impossible not to giggle while watching him struggle with his condition. The upbeat music only helps to exacerbate his pain that at one point is demonstrated by pushing a spiky object into a soft sunflower, or 'chamomile' as a common Chinese nickname of the private part where hemorrhoids occur. In the end, the panda is granted relief with the aid of Ma Ying Long cream.