Glaxosmithkline (GSK) DM PRANK IN FRONT OF SECURITY CAMERAS by Grey Beijing

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Industry Health & Pharmaceutical Products
Media Direct marketing
Market China
Agency Grey Beijing
Creative Director Yue Chee Guan
Art Director Lena Hou
Copywriter Zhong Yuan
Producer Tanya Tang, Ru Wang
Released February 2011

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: MEDICINE
Date of First Appearance: Mar 1 2011
Entrant Company: GREY GROUP CHINA, Beijing, CHINA
Executive Creative Director: Chee Guan Yue (Grey Group)
Creative Director: Chee Guan Yue/Yuan Zhong (Grey Group)
Copywriter: Yuan Zhong (Grey Group)
Art Director: Lena Hou (Grey Group)
Executive Vice President / Asia Pacific Client Services Director: Tom Evans (Grey Group)
Account Director: Gaurav Arora (Grey Group)
Producer: Tanya Tang/Ru Wang (Grey Group)
Art Buyer: Kevin Bi/Hua Wang/He Xiu (Grey Group)
Media placement: Direct - Malls,office Buildings Etc. - 1.Mar,2011

Describe the brief/objective of the direct campaign.
Eye Mo wanted to rejuvenate the brand while target directly at people who need eye drops in their daily life.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Talk directly to people who rely on their eyes when performing their duties. Security guards stare at their monitors all day long and can't relax, so we got a team of youngsters to pull off a stunt. They held up signs in front of surveillance cameras at various locations. The signs asked if the security guards' eyes were tired.

Explain why the creative execution was relevant to the product or service.
The action by Eye Mo had certainly put a number of security guards on alert, which suits the brand and product perfectly.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The viral video was launched on YouTube and got hundreds of immediate responses within the first day. It was swiftly spread by viewers via emails and also to My Space, Dailymotion, YouKu, TuDou and other local sites. Within the first ten days, an estimation of more than ten thousand viewers had already watched the prank in one way or the other. Many left positive and encouraging comments and almost all liked it. The click rate continues to be on the rise.