MENSTRUAL SYMPTOM IDENTIFICATION CARD by Cc&e Guangzhou for LADYCARE

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MENSTRUAL SYMPTOM IDENTIFICATION CARD

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Industry Tissues & Towels, Feminine Hygiene
Media Design & Branding
Market China
Agency Cc&e Guangzhou
Creative Director Victor Yang, Lin Qi, Sunny Yang \ Reeves Lin
Art Director Peipei Zhang, Jiehua Huang, Nick Lin
Copywriter Sonic Gan, Weiye Wan
Released February 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: LADYCARE
Product/Service: SANITARY TOWEL
Agency: CC&E GUANGZHOU
Date of First Appearance: Feb 14 2010 12:00AM
Entrant Company: CC&E GUANGZHOU, CHINA
Chief Creative Officer: Daming Zheng (CC&E Guangzhou)
Creative Director: Victor Yang (CC&E Guangzhou)
Creative Director: Sunny Yang (CC&E Guangzhou)
Creative Director: Lin Qi (CC&E Guangzhou)
Art Director: Jiehua Huang (CC&E Guangzhou)
Art Director: Nick Lin (CC&E Guangzhou)
Art Director: Peipei Zhang (CC&E Guangzhou)
Copywriter: Sonic Gan (CC&E Guangzhou)
Copywriter: Weiye Wan (CC&E Guangzhou)
Media placement: Cards - Flash Of Events In Wuhan City & Zhengzhou City - 14 February 2010

Describe the challenges and key objectives
Is the menstrual period annoying? Do menstrual periods only belong to females? Must all the leading roles in sanitary towel ads be female?

Describe the brief from the client
Put fresh vigour into the LadyCare brand, and add brand individuality and identification to attract more young females and enhance sales.

Describe how you arrived at the final design
We created a set of menstrual symptom identification cards posting "guys' menstrual period", and distributed them freely during the Valentine's Day.

Give some indication of how successful the outcome was in the market
Research on the internet shows that, LadyCare brand preference increased 43%, product sales increased 20% compared to the last year, and the traditional view of the menstrual period was changed effectively.