Jin Bo
Mar 15, 2011

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

CHINA - Ma Ying Long, a Chinese pharmaceutical company with a history of 400 years, set out to change perceptions of hemorrhoid cream among young people with a creative campaign.

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.

Related Articles

Just Published

12 hours ago

First Barbie doll with hearing aids aims to boost ...

The company partnered with Dr. Jen Richardson, a hearing-loss advocate and educational audiologist, to make sure its portrayal of real people was accurate.

12 hours ago

Isn’t it time the industry had sustainability of ...

B Corp certification may be harder to get than a Pencil, but hand on heart, it's infinitely more rewarding for everyone and better for the planet.

15 hours ago

APAC has lowest post-bid fraud rate at 1%: study

According to a study by DoubleVerify, it was also found that there have been significant improvements in brand suitability and viewability in the past year.

17 hours ago

As Q1 results disappoint, should brands look beyond ...

Brands such as Starbucks, Tesla and Tod's are just a few brands that reported sluggish Q1 numbers. And it's going to take a whole lot more than coupons to stoke consumer spending.