Anti-bacterial Red Packet
Unilever China
Issue 35 | June 2015
Agency
BBH China
Creative Team
Johnny Tan Leo Zhang Jay Qian Jeffery Sun Derek Lui Woody Pan Yoyo Yang
Production Team
Janel Kok Ella Cao Iris Zhang Leo Liu Billy Zhou
Other Credits
Christine Ng Elvis Li Rei Zhang Jonathan Koh Cobain Chen Ruby He
Date
February 2015
Background
During Chinese New Year, the red packet or "Hong Bao" was usually filled with cash and given to children as a blessing for happiness and prosperity in the year to come. Each money note could contain more than 10 million harmful germs. Now imagine the consequences of a holiday where nearly seventy billion US dollars were circulated through three billion red packets. Chinese New Year also happened to be the highest season for contagious diseases, which means children were receiving more than just blessings.
Idea
As the world's leading anti-bacterial soap brand, Lifebuoy created a breakthrough, turning its antibacterial soap properties into paper that could be transformed into red packets. Introducing the Lifebuoy anti-bacterial red packet. Taking its germ-killing power to where it's needed most – when you're handling money. So fill them up with cash and your warmest wishes; Hand them out to your children, Let them put the money away safely and wash their hands with the red packet itself... Say goodbye to harmful germs like E-Coli, the H7N9 Flu bug and Streptococcus... So that you and your children can have a happy, prosperous and germ-free new year.
Results
Reached over 270,000 target households Brand awareness up by 17% A total of 830,000 USD in free media impressions