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Brand's Chicken Essence: Brain Age Warc Prize for Asian Strategy Entrant, 2011
EXECUTIVE SUMMARY
Brands 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 campaignmicrositetotakeabrainagetest.Nearly21%ofvisitorscompletedthetest 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 Brands previous experiences (0.5%).
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.
IMPLEMENTATION
Toencourageconsumerstofocusattentionontheissueofbrainage,weusedaprovocativePRtopic 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 consumersattention. 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 byscholars)ataneventsite,wheretheirmentalclaritywas 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.
LESSONS LEARNED
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Testing can be an effective approach to evoke needs. Quantities can make something abstract easier to perceive. Academicevidencemadethetestmorepersuasiveandcredible.
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