LADYCARE Promo, Case study THE GREATEST LOVE CONFESSION IN CHINA by Cc&e Guangzhou

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THE GREATEST LOVE CONFESSION IN CHINA

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Industry Tissues & Towels, Cleaning Products, Detergents & Wood protectors, Air Fresheners
Media Promo & PR, Case study
Market China
Agency Cc&e Guangzhou
Creative Director Tango Wong, Sunny Yang \ Reeves Lin
Art Director Ryan Peng, Betty Xie, Nick Ling, Zola Zhang
Copywriter Tao Liu, Ying Xiong, Fiona Li, Ming Xian
Photographer Xu Pan
Illustrator William Xie
Released April 2011

Credits & Description

Category: Celebrity Endorsement
Advertiser: LADYCARE
Product/Service: SANITARY TOWEL
Agency: CC&E GUANGZHOU
Chief Creative Officer: Daming Zheng (CC&E Guangzhou)
Creative Director: Tango Wong (CC&E Guangzhou)
Creative Director: Sunny Yang (CC&E Guangzhou)
Copywriter: Tao Liu (CC&E Guangzhou)
Copywriter: Ying Xiong (CC&E Guangzhou)
Copywriter: Ming Xian (CC&E Guangzhou)
Copywriter: Fiona Li (CC&E Guangzhou)
Art Director: Nick Ling (CC&E Guangzhou)
Art Director: Betty Xie (CC&E Guangzhou)
Art Director: Ryan Peng (CC&E Guangzhou)
Art Director: Zola Zhang (CC&E Guangzhou)
Illustrator: William Xie (CC&E Guangzhou)
Photographer: Xu Pan (CC&E Guangzhou)
Content Marketing Director: Arvin Yang (CC&E Guangzhou)
Advanced Interactive Design: Landody Chen (CC&E Guangzhou)
Content-Marketing Project Director: Suping Li (CC&E Guangzhou)
Assistant Project Director: King Zhong (CC&E Guangzhou)
Operations Associate Director Of Strategic Resources: Jieyu Chen (CC&E Guangzhou)
Television Assistant: Junyan Chen (CC&E Guangzhou)
Media placement: Bus Shelter - Bus Shelter In WuHan City Central Business Districts. - April - June. 2011

Summary of the Campaign
In China, office ladies are becoming more powerful and independent. Meanwhile, they are still eager for more care.

Ladycare, a brand of sanitary towel,
has raised a new slogan: Love Lady More.

Challenge:
How do we introduce it to more target consumers with a limited budget?

Idea:
The greatest love confession in China.

We started by collecting the greatest love confessions throughout China. Then, the best line was chosen and released on the billboards in Central Business Districts.

The winner, a common guy, proposed to the No.1 sexiest movie star in China, Bingbing Fan.

" Do I have mansion? No! BMW? No! Diamond ring? No! But I can prepare chicken soup for you with my heart!Forever! I am Siqin Zheng. Marry me, Fan!"

The proposal soon became the hottest topic in Tianya.com, the biggest BBS in China. And it was on first pages of nearly all the entertainment news across China.

More interestingly, Bingbing Fan responded to the proposal, 'Nothing is impossible',
which promoted it into even bigger news in China.

The Situation
In China, office ladies are becoming more powerful and independent. Meanwhile, they still eager for more care. Ladycare, a brand of sanitary towel, has raised a new slogan, Love Lady More.

The Goal
With limited budget, we want to introduce LadyCare's new slogan "Love Lady More" to maximum target consumers by turning it into a hot topic at the time.

The Strategy
In China, office ladies are becoming more powerful and independent. Meanwhile, they still eager for more care. So we created a campaign for our new slogan “Love Lady More” to offer them more love – by giving men a chance to confess to their beloved ladies on CBD billboards. The most creative and discussed confession would be chosen as the winner, and would be released on the CBD billboards to attract massive media impression and involve numerous target consumers in the discussion.

Execution
We started by collecting the greatest love confession throughout China. Then, the best line will be chosen and released on the billboards in Central Business Districts.

The winner, a common guy, proposed to the No.1 sexiest movie star in China, Bingbing Fan.

" Do I have mansion? No! BMW? No!
Diamond ring? No! But I can prepare chicken soup for you with my heart! Forever! I am Siqin Zheng. Marry me, Fan!"

Documented Results
The proposal soon became the hottest topic in Tianya.com, the biggest BBS in China.

And it was on first pages of nearly all the entertainment news across China.

More interestingly, Bingbing Fan responded to the proposal, 'Nothing is impossible',
which promoted it into another one of the biggest news stories in China.

- 1st pages of the top 4 video portals;
- 3 TV stations;
- over 10 newspapers;
- over 120 websites;
- earned 300,000,000 media impressions.

Numerous target consumers are involved.

Ladycare has won significant brand preference, and Love Lady More has become a favorite slogan in China.