Jenny Chan 陳詠欣
Jul 25, 2013

Uni-President's herbal tea campaign says 'let intuition be your guide'

SHANGHAI - To promote its new brand of herbal tea drinks called Zhi Jue (Intuition), Uni-President has advised consumers to let intuition guide and "naturally awaken the body".

wide player in 16:9 format. Used on article page for Campaign.

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.

The campaign will run until 31 August through in-store displays, as well as digital platforms including Youku and PPTV.

 

CREDITS

Project: Zhi Jue (植觉)
Client: Uni-President
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

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