Brands Chicken Essence Brain Age

 

Brand's Chicken Essence: Brain Age Warc Prize for Asian Strategy Entrant, 2011

 

 

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Brand's Chicken Essence: Brain Age Warc Prize for Asian Strategy Entrant, 2011

 

Brand's Chicken Essence: Brain Age The Warc Prize for Asian Strategy is the first Asian competition set up to reward brilliant strategic thinking in marketing. Marketers and agencies across Asia (excluding the Pacific region) were asked to submit case studies that demonstrated how insight and strategy had solved a business problem. The cases had to show what the problem was, the strategy that was developed, how that strategy was brought to life and the results it delivered. The prize was judged by a panel of senior clients and agency-side strategy experts, using the following weighting: quality of insight (15% of marks); quality of strategic thinking (40%); implementation (15%); performance against objectives (20%); lessons learned (10%). For more information on this annual prize, please visit www.warc.com/asiaprize. Campaign Details Advertiser: Cerebos Pacific Ltd Agency: OgilvyOne, Taipei Brand: Brand’s Campaign duration: July 2010-September 2011 Country: Taiwan Media budget (USD): $5m-$10m Channels used: Internet display, internet microsites, internet search, public relations, social media

EXECUTIVE SUMMARY Brand’s Chicken Essence, an OTC food supplement, faced a problem: Taiwanese consumers were not engaging with its promise of offering increased mental clarity. The resulting campaign promoted the idea of “brain age”, an indication of the level of a person's mental activity and clarity. The brand released news reports that Taiwanese white-collar workers, on average, had a brain age that was 20 years older than their actual age, without knowing it. This prompted consumers to visit the campaign microsite to take a brain age test. Nearly 21% of visitors completed the test – 10 times higher than industry benchmark (2%). Furthermore, 11.49% of them checked out product information about Brand's Chicken Essence, 23 times more than Brand’s previous experiences (0.5%).

MARKET BACKGROUND AND BUSINESS OBJECTIVES In Taiwan, awareness of Brand’s Chicken Essence is extremely high, and it has dominated the market. When it comes to purchasing and consumption of chicken essence, 99% of consumers automatically think about Brand’s. However, the brand itself is not relevant to white-collar workers between the ages of 30 and 45. The functional benefit of enhancing one’s mental Downloaded from warc.com

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clarity is not attractive to them because they do not think they need to improve it. Therefore, our task was to make them aware of their needs.

INSIGHT AND STRATEGIC THINKING Although mental clarity is very important to most Taiwanese white-collar workers, they do not perceive a strong need to  improve it. Why? Because they do not realise they have a problem. We decided to discuss mental clarity by using something  concrete and easy to evaluate. We promoted the idea of “Brain Age”, which is a quotient scoring one’s mental clarity. In addition, we invited consumers to take an online brain age test, thereby making them realise that their mental clarity was  deficient and worse than they expected. To make the test persuasive, we worked with an American institute to develop academically respectable results.

IMPLEMENTATION To encourage consumers to focus attention on the issue of brain age, we used a provocative PR topic – Taiwanese whitecollar workers, on average, have a brain age that is 20 years older than their actual age, without knowing it. This fact was reported in the news and the issue aroused consumers’ attention. On social media, we encouraged web surfers to discuss these news reports. In addition, we drove them to take our brain age test (evaluations that have been proven to be trustworthy by scholars) at an event site, where their mental clarity was challenged. They soon realised their mental clarity did not perform as well as they expected. We had achieved our goal of make people aware of their brain age needs.

PERFORMANCE AGAINST OBJECTIVES The issue of brain age attracted the attention of white-collar workers. Almost 21% (20.98%) of visitors to the website completed the brain age test. This was 10 times higher than our benchmark (2%). The average visitor spent more than three  minutes (higher then the benchmark of one minute) on the website and viewed more than three pages (higher than the benchmark of one web page). In addition, 11.49% of website visitors checked out product information, which is 23 times more than the brand’s previous campaigns. By demonstrating they might be deficient in mental clarity, we had encouraged consumers to discover more about our product’s benefits.

LESSONS LEARNED l

Testing can be an effective approach to evoke needs.

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Quantities can make something abstract easier to perceive.

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Academic evidence made the test more persuasive and credible.

© Copyright Warc 2011 Warc Ltd. 85 Newman Street, London, United Kingdom, W1T 3EX Tel: +44 (0)20 7467 8100, Fax: +(0)20 7467 8101 www.warc.com

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