&C Guangzhou wins digital business for Amway's Atmosphere in China

The review is said to have involved incumbent OMD Guangzhou, which will continue to hold part of the traditional media business.

Atmosphere is new to the Chinese market and Amway is looking for an agency to manage digital marketing solutions for the brand.

&C is tasked with driving brand awareness and raising sales. The agency will also be responsible for developing a sales approach for sales representatives reaching out to consumers.

One of the biggest challenges, according to a source close to the review, is to find the right target audience among over 420 million Chinese netizens. Most Chinese consumers do not use air purifiers as they lack understanding of the benefits.

The air treatment system industry is very competitive. Atmosphere is positioned almost three times higher than other players like Panasonic, Sharp, Philips and domestic brand Broad.

The first campaign including mini-sites, rich media ads and advertorial sponsorships through local web portals are expected to launch in September.