The integrated marketing campaign comprises an interactive online video of a comical scene in which a drowsy and lethargic office worker is given a dressing-down by her boss. The interactivity lies in viewers being able to choose a different ending to the story.
The plot is intended to resonate with Uni-President's target audience of white-collar workers aged 25 to 35. These consumers are in their foundation-building phases of life, with many exhausted from working overtime, and in the process neglecting their health and ignoring warning signs from their bodies such as waist and shoulder pains.
Zhi-Jue's brand positioning is to "naturally awaken the body" by listening to one's intuitive senses and acting immediately on them, as with the office worker's doppelgänger reaction in the video.
Project: Zhi Jue (植觉）
Agency: Grey Digital Hub
Chief Digital Creative Officer: 吴佳蓉 Canon Wu
Creative: 卓育民 Yuming Cho
Copy: 朱菲妮 Finy Zhu
Animation: 杨玥 PP Yang
Project manager: 黄哲健 Cain Huang
Account manager: 吴倩 Ice Wu