HAND MASK by Far East DDB Bangkok for HANDI-C

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HAND MASK

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Industry Health & Pharmaceutical Products
Media Direct marketing
Market Thailand
Agency Far East DDB Bangkok
Art Director Suksiri Intarawongchote, Pas Kiranuchitpong
Copywriter Pitipong Pattarawallakul, Gongpan Uphathumprungpong
Released June 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: THE MEDICPHARMA CO.
Product/Service: HANDI-C HAND CLEANSING LOTION
Agency: FAR EAST DDB
Date of First Appearance: Jun 1 2009 12:00AM
Entrant Company: FAR EAST DDB, Bangkok, THAILAND
Creative Director: Gongpan Uphathumprungpong (Far East DDB Plc.)
Copywriter: Gongpan Uphathumprungpong (Far East DDB Plc.)
Copywriter: Pitipong Pattarawallakul (Far East DDB Plc.)
Art Director: Suksiri Intarawongchote (Far East DDB Plc.)
Art Director: Pas Kiranuchitpong (Far East DDB Plc.)
Photographer/Retoucher: Anuchai Secharunputong (Remix Studio)
Media placement: Direct - Mask - 1 June 2009

Describe the brief/objective of the direct campaign.
Handi –C is a very distinctive hand cleansing lotion that can kill germs for 6 hours. But the problem is customers are not aware of the product’s benefit, and the customer base is very low. Handi-C need to penetrate more into the market and start building a new loyal customer group. To achieve the marketing requirement, communications needed to be made in the simple way, as Thai customers tend not to read the label, but prefer information to be spoon fed to them.

Explain why the creative execution was relevant to the product or service.
The key idea is; once you use the Handi-C solution, a product that can kill viruses for 6 hours, your hands will be the most effective tool in protecting you from contact with a virus - even as good as a mask. The communication strategy is simple, easy to understand, cost effective, and direct to the target. Moreover, the distributing staff can also provide any additional information regarding the product upon inquiries by patrons.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Creatives needed to assist the “spoon feeding information” requirement, and instead of using an alphabetic approach, a visual and word of mouth approach is needed instead. Inormation spread by word of mouth tends to spread wider and more memorably. So we started by creating something people would talk about – the mask, with an attractive visual, one that encourages inquiries.

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 mask was so popular that the material is temporarily out of stock, Handi-C’s free distribution was very welcome. There is a queue of people waiting to obtain one. The material design is so attractive and attention–drawing that people did not keep it to themselves but talked about it.The audience were interested in both the design and the product benefit that lasts for 6 hours. This campaign does not only provide information to the target, but also registers the Handi-C name into customer’s mind as well. The campaign result was a 158,164 sales volume Increase.