Page 83 - The EDIT | Q2 2017

Ideas
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Can you describe the process behind coming up with the idea?
This idea didn’t happen on a whim, but rather, it took place on a solid understanding of our client’s business and challenges. Although combined oral contraceptives (COC) are the recommended contraception method in the west, they come under crushing pressure in China because of deep rooted misconceptions. If we really
wanted something to work, the solution was very simple: always go back to the basics and try
to solve the root of the cause. In this case, the root was the lack of sexual education, therefore that was the key problem to
be tackled.
Why do you think this idea was REALLY good?
We have profound understanding of where our client’s business
problems lie, and created a distinguished way of engaging with them by presenting our content in an unexpected way. By placing our branded content into our target audience’s daily schedule, we appeared to
be another mandatory class. Timing here was key. We chose the “back-to-school” season to kick off our campaign, thereby amplifying the social media context of the campaign.
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THE EDIT ISSUE 06 | Q2 2017