A lot of competitors are still running by the image plus benefit playbook.
The creative team behind their new campaign, McCann Erickson Shanghai, did something entirely different and avoided hard-selling to their target audience of media and digital savvy 17 to 24-year-old girls in China who are getting bored with the skincare category's benefit-driven ads.
Vincent Pang, ECD of the agency, said, "We didn't want to hard sell them, we used a fresh direction. We know they like comics and illustrations, and idenitify their lifestyle with illustrations, and using their colloquial languages."
The agency used illustrations to create communities and focus on life stories, yet retained the Maybelline New York brand spirit of fashion and confidence.
The agency explains the creative solution, 'BB Kong'; meaning 'BB Cream Super Fan', has invented a new youth-orientated online-relevant colloquialism that the oldies won't get."
Using these girls' culture, the agency created four tribes, each with their own language, style, personality and activities. The identity of the tribes were linked to a specific benefit.
This campaign, which kicked off in mid October, spans from TVCs, Prints, OOH, giveaways, road shows to digital activation, grassroots events at Universities, mini-concerts, pop-up stores, vending machines.
Credits:
Project :Maybelline BB Kong Campaign
Client Maybelline China
Creative agency McCann Erickson Shanghai
Executive creative director Vincent Pang
Creative director: Mic Chow
Art directors : Tippi Xiong
Copywriters :Rainbow Ying, Zoe Yu, Jecy Zhang
Producers :Tammy Chui
Account servicing :Zan Wong/Colman Barry/Sonia Cheng/Doris Zhu
Music : Click Music Producer / Composer : Chan Kwong Wing
Film Director: Film Factory / Visual-Ad Company Limited
Film Director: Bowie Yiu
Post Prduction: Post Production Office
Editor: Edmond Tang
Online user: Ryan Lau / Eric Li
