Website & Microsites

Silver
CAMPAIGN
BANDAID - Heal with Love
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
Shanghai Johnson & Johnson Pharmaceuticals
BRAND
BandAid
DETAILS
To hundreds of millions of Chinese mums who buy medicated strips for their families, all brands are the same – they look the same, feel the same, and seem to do more or less the same thing.
 
It is no wonder that Band-Aid, the 25-year old pioneer brand in China, has lost its dominant position in the market: its share of the category dropped to only 36% in 2013, and declined even further to only 18% by the first half of 2014 (source: IMS).
 
To revitalize the brand, we had to find a way to more clearly distinguish Band-Aid from the rest of the pack.
 
Armed with the unique insight that a medicated strip alone cannot stop a child from crying after getting a wound without mum’s loving touch, we changed the way we portrayed Band-Aid – from being just another small piece of medicated adhesive paper, to being a physical canvas on which moms can imprint their healing love.
 
At the centre of our “Heal with Love” campaign was a digital platform which enabled mums to customize a Band-Aid strip with their own expressions of love. This transformed our strips into a medium for mums to share their healing stories.
 
This unique portrayal of what a medicated strip is propelled “Band-Aid” to become the top-branded content on Sina Weibo (China’s version of Twitter). Key word search for “Band-Aid邦廸” also increased more than 52-fold.
 
More importantly, it helped grow Band-Aid sales by 9% - reversing years’ of continuous declines. 
CAMPAIGN
Virtual Land Rover Experience
AGENCY
Wunderman Shanghai
CLIENT
Land Rover China
BRAND
Land Rover
DETAILS
Land Rover China has always gone ‘Above & Beyond’ in delivering rich and unforgettable driving experiences for Chinese consumers, especially through the Never Stop Discovering campaigns and the Land Rover Experience centres. People who have engaged with these driving environments have come away with amazing stories to tell about Land Rover capabilities and a love for the brand. Once they saw the value of a Land Rover, they wanted one.
 
The problem is not everyone has a chance to go on these experiences. The Virtual Land Rover Experience was created with the aim to deliver the same unforgettable driving environment to a wider audience around China. Through innovative technology and immersive videos, users experienced first-hand the feeling of being behind the Land Rover steering wheel as they conquered muddy climbs, steep drops and other hazards.
 
In just one month, over 1.2 million Chinese consumers have experienced the thrill of driving a Land Rover! 
 
By the end of the five-month period, the first-ever virtual driving experience developed for the Chinese market brought more than 5.4 million minutes of Land Rover excitement to millions of Chinese everywhere!
 
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