叱咤 我最喜愛的歌曲DARLIE
(節錄)
By re-stating its functional proposition through an engagingly human story as told by Hong Kong’s top idol, Darlie has successfully evolved from a venerable but uninvolving brand to one that is relatable and inspiring to younger generations of consumers. . "Instead of just resorting to overt celebrity endorsement of functional benefits, we decided to do something much harder - find that sweet spot where a celebrity’s personal story and our brand belief intersect to form an emotional-functional proposition that is ownable by Darlie and cannot be replicated by other brands.” . The campaign launched with a video featuring Keung To, the mega star with an everyman image that is in sync with Darlie’s brand personality. A mix of live action footage and animation was used to recount the young idol’s poignant coming-of-age story - how he grew from a plain, overweight boy with neither friends nor self-confidence to the star he is today by learning to always face challenges, and the world, with a smile. Keung To’s story has almost universal relevance. There is hardly any young person who hasn’t, at one point or another, struggled with self-image or experienced self-doubt. In that sense, everyone had once been the child Keung To used to be. . The overwhelming response to the campaign was matched by critical success. At MARKETING-INTERACTIVE's Marketing Excellence Awards 2022, a gold in Excellence in Health & Beauty Marketing, a silver in Excellence in Retail Marketing and a bronze in Excellence in Advertising were added to creative Narrow Door’s trophy collection. And by encouraging people to make genuine connections with others through confident, bright white smiles, Darlie has itself succeeded in connecting with a younger, wider audience. SponsorsOther聖誕倒數限定之「每日一姜」
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