Mighty sets Guinness World Record for line dancing in China
Havas China has launched a line dance activation for Mighty, a Chinese cooking oil brand, which aims to position the brand as an advocate of wellness and healthy lifestyle.
In China, line dancing has become one of the most popular modes of exercise and is gaining increasing interest among middle-aged and older people, who are the core target audience of cooking oil. Keeping in mind this trend, Mighty seized the opportunity to promote the health benefits of its products through the use of line dancing.
Held on May 21, 2016 and led by Havas Sports and Entertainment (HSE), the global brand engagement network of Havas, the line dance campaign was carried out simultaneously in six cities – Beijing, Shanghai, Guangzhou, Chengdu, Shenyang and Xi’an – garnering participation from 31,697 people and ultimately setting a new world record.
The line dance campaign included a special choreography by line dancing and fitness star Wang Guangcheng, as well as three exclusive songs created by HSE that incorporated Mighty’s brand elements.
“Based on their in-depth insight of the market and its consumers, Havas has introduced a completely new and exciting way of communicating. We are greatly impressed by their creative concept and execution capability and we believe that with the help of Havas, we are able to exponentially improve Mighty’s brand image and strengthen its brand associations,” said Jean Lin, National Marketing Manager of Mighty.
Romain Devisme, General Manager of HSE China said, “Since 2009, HSE China has made use of its unique “Meaningful Brands” approach to successfully create a series of health advocacy campaigns and events for Mighty. Highly recognised for bringing engaging activation platforms, Havas Sports & Entertainment is proud to continue its association with Mighty and launch a series of experiential events in 2016 to help them grow in this very competitive market.”
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