The campaign includes a set of three print ads and a 15-second TVC, which is currently showing on CCTV 8 and Guangdong TV until early next year.
Three online microfilms—“I persist, I believe—Chen Jin”, “Who says miracles are out of reach—An Dong” and “Believe in myself no matter how hard to succeed—Li Shuang”—have been released on Chinese video-sharing sites, including PPTV, Youku, Tudou, iQiyi and Sina Weibo, featuring real stories of Chinese individuals who defy all odds to achieve their goals by sheer will and a belief in their own unlimited potential.
“It’s becoming ever so common to use microfilms in brand marketing,” said Yuan Yong, managing director of Ogilvy & Mather Advertising/Shanghai. “But Infinitus tactfully points out their company philosophy by highlighting the inspirational stories of ordinary people in their late 30s and 40s who face the choice of balancing work and money with their health.”
Infinitus, the direct sales company, has been in the Chinese market for more than 20 years, but this is its first brand campaign, said Guojin Yang, senior vice-president of Lee Kum Kee Health Products Group.
“In the past 20 years, we focussed more on product communications because of Infinitus' unique product features with Chinese herbal ingredients, which is a huge differentiating factor in the direct selling market,” Yang told Campaign Asia-Pacific.
“Over the years we've found that there are lots people who join direct-sales not only because of the product, but also because they can see themselves thrive in our corporate environment,” he continued. “So we believe the brand is extremely important and now is the time to introduce Infinitus to other consumers by celebrating real stories of triumph over adversity that resonates with them.”
Credits
Project title Infinitus Brand Campaign
Client Lee Kum Kee, Infinitus
Brief To raise awareness of Infinitus as the leading healthcare brand and expert in China
Creative agency Ogilvy & Mather Advertising/Shanghai
Managing director Yuan Yong
Group creative director Thomas Zhu
Creative director Joe Wu
Associate creative director Koko Huang
Copywriters Kiddy Wang
Business director Franie Zhang
Account team Angel Chen, Jadie Gu, Ashley Zhou
Art directors Phoebe Liao, Jack Xuan
Agency producer Xiaolong Wu
Media agency Mindshare
Director Hsiao Ya Chuan
Production house BIT
Exposure TVC, print, online microfilms
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