TEA BAG by Grey Hong Kong for LLCS

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TEA BAG

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Industry Public Safety, Health & Hygiene
Media Direct marketing
Market Hong Kong SAR China
Agency Grey Hong Kong
Executive Creative Director Keith Ho
Creative Director Keith Lo
Copywriter Andy Wong, Joshua Wong Limited
Released September 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: LLCS
Product/Service: HEALTH AND SAFETY
Agency: GREY HONG KONG
Date of First Appearance: Sep 10 2010
Entrant Company: GREY HONG KONG, HONG KONG
Entry URL: http://www.goodforyoureyes.net/llcs/dm100/index.html
Executive Creative Director: Keith Ho (Grey)
Group Creative Director: Ray Lam (Grey)
Creative Director: Keith Lo (Grey)
Copywriter: Andy Wong (Grey)
Copywriter: Joshua Wong (Grey)
Assistant Art Director: Michelle Woo (Grey)
Production Manager: Ken Yau (Grey)
Media placement: Direct Mailing - By Hand Distribution - 10 September 2010

Describe the brief/objective of the direct campaign.
People in arid regions of NW China can only drink muddy water to survive. LLCS is a charity organization for resolving water shortage problem, it wanted to raise public awareness for the plight and seek donations to alleviate the situation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Since Hong Kong people have sufficient water and take drinks for granted, we used as innovative medium to catch their attention. We had volunteers to distribute free Gansu brand “tea bags” to people all over the town. When the recipients went to make a cup of tea using the tea bag, all they got was a cup of hot muddy water. Instead of tea, their “tea bags” contained mud and the message “Muddy water is the daily drink for people in China’s arid regions. Let’s give them clean water”, attached with a donation card to encourage immediate action.

Explain why the creative execution was relevant to the product or service.
People in Hong Kong can enjoy as much clean water as they want, water problem in other regionsa seems very far to them. Our idea has brought target audience the first-hand experience of the water problem, by letting them feel what water was really like for people in the arid NW China personally.

LLCS is the only charity organization in Hong Kong that solely dedicates itself to resolving water shortage problem. Therefore, this water-problem-related campaign can reinforce LLCS’s brand.

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 “tea bag” received plenty of positive responses. It has successfully raised public awareness for the water problem, and donations for LLCS has also increased, benefited over 20,000 peasants in NW China. The “tea bags” would now be distributed regularly throughout the year.