Darlie Campaign: Expert Gum Care
(護齦「睇」驗大激賞)

Darlie Campaign: Expert Gum Care
(護齦「睇」驗大激賞)

Objective

This campaign aims to build awareness of Darlie’s  brand NEW product – Expert Gum Care Toothpaste and to communicate product benefits as well as to encourage trial.

Concept

With its unique BioGum active gum care formula, the new Darlie Expert Gum Care toothpaste provides 3-way gum protection. The most efficient way to let audiences grasp and remember this message is to adopt a simple Q&A game and a lucky draw based on the illustrative TVC.

Execution

During 2-week campaign period, audiences are asked to join by online ads and print ads. In order to highlight key product benefits, participants have chances to answer correctly after watching the 30-second video. Viral effect is generated as they share the game with friends and invite them to join. 5 randomly selected winners get a Samsung GALAXY Note3.

Result

With 20,060 unique visitors in total, 4,790 participants have successfully joined the  lucky draw during the campaign period.

Website

http://darlie.digitalcampaignasia.com/gumcare/

Project Information