Extra Bubble Mint explores voice UGC on WeChat
To attract the post-90’s generation and to support the launch of a Bubble Mint flavour, Extra Sugar-free, along with its agencies BBDO and Proximity Guangzhou created the first voice UGC WeChat moment ad. The objective was to bring out the positive attitude of ‘laugh it off’. Today’s youth has a very different take on life than previous generations. Instead of speculating what might happen in the future – both the positive and the negative, the post-90’s generation places greater emphasis on the here and now – seizing the day and enjoying the moment. Extra’s new Bubble Mint takes this optimistic attitude as its key communication message for this demographic.
Extra Bubble Mint is leveraging the WeChat Moment ad format to spread this message.
Unlike more common uses for WeChat Moment ads, such as photos or videos, BBDO and Proximity used an interactive technology to create the first voice user-generated content (UGC). This approach allows consumers to listen to celebrities ‘laughing it off’, where users can record their own ‘laugh it off’ messages and get a direct response from celebrities.
“The new campaign gives people an opportunity to interact with celebrities like Bai BaiHe, which I’m really looking forward to, since she has yet to return any of my calls,” said Kevin Lynch, Executive Creative Director, BBDO and Proximity South China.
Anubha Sahasrabuddhe, Director, China Marketing, Wrigley China, said, “After the success of Doublemint and Extra using the WeChat Moment Ad, this is another exciting first for us. Thanks to BBDO and Proximity team for their innovation in finding new and engaging ways to speak to our consumers as well as bringing the Extra brand closer to young audiences. We truly wish we could spread this positive ‘laugh it off’ attitude to more people across the nation.”
Credits
Creative Team: Kevin Lynch, Helen Sze, Ciff Luk, Leigh Li, Yulei Zhen, Tom Ye, Fin Hao, Lily Zeng, Leo Jin, Denis Ding, Dison Dai, Andy Liu
Planning Team: Owen Smith, Kenny Au-Ieong, Ray Yang
Account Team: Eric Zhou, Justin Lu, Fay Wu, Chloe Lin, Karina Cao, Lily Fang, Gery Liang
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