ASIA-PACIFIC – CHINA, JULY 31, 2013 – Grey Group’s Digital Hub was chosen by a tea company Uni-President to promote a new herbal tea drink, Zhi Jue (intuition). The campaign became a hit because of its twist.
Uni-President released a micro-ad that echoes white-collar workers, which eventually fascinates number of viewers to enter a special event page. They are not only able to watch the whole story but can also choose their desired ending. The campaign promotes connection with the audience through the “intuition dance class” which became an Internet sensation and also attracted a lot of parodies.
Canon Wu, chief digital creative officer of Grey Group Greater China said: “Uni-President chose digital as the main communication channel as this particular digital campaign is very unique. Grey’s global planning tool, SHIFT, ensured that our strategic planning work, starts from initial product innovation. This allows us to turn our consumer insight into an effective digital strategy, presenting a campaign with clear direction and long term effectiveness, as well as a close and lasting cooperation between Grey and our client.”
According to Grey Group’s Digital Hub, 25-35 year old member of the working class work too hard and ignoring their health because they are usually drained and have low energy. Zhi Jue means “intuition” which simply injects the idea of having the drink to be dynamic or awakening the body by listening into your intuition.
“The Big Idea that was presented by Grey answers our target consumer’s psychology demand: to awake overworked bodies and to reach a healthy up-beat level in life and work. Judging from the rapidly growing attention online, the creative idea certainly works well with our target audience. The fun element in the viral video is another add-on,” commented a spokesperson for Uni-President.
Credits:
Client: Uni-President
Brand: Zhi Jue (Intuition)
Agency: Grey Digital Hub
