In the spotlight: Shanghai kids love Lee Kum Kee ketchup
Lee Kum Kee, a leading brand of sauces, launched a new "squeeze" package for its ketchup in China.
The client had originally sought to reach out to university students. But after analyzing target-audience research, the Shanghai office of GolinHarris determined that the ketchup's fun packaging and squeeze-action design would most appeal to kindergarten students. In response, GH designed an integrated educational campaign targeting students and parents.
In order to convey key messages precisely and vividly, GH created a skit to be carried out at events that demonstrated our key message: "LKK Ketchup is tasty and fun." For parents, the team positioned this product as a "magic weapon" to motivate children to eat. GH also pitched household-focus publications.
The campaign also enlisted a children's TV program, children's storybook and on-campus events at kindergartens to promote the ketchup.
These efforts resulted in 6,422,224 media impressions reaching an approximate target audience of 210,000, which included 20 kindergartens directly reached during the campaign.
Parents and their children took part in LKK's promotional events at Shanghai kindergartens
Life stories communicate cancer awareness in Singapore
The Singapore office of GolinHarris recently undertook a public education campaign for GlaxoSmithKline (GSK). Our task was to raise awareness of cervical cancer and GSK Cervarix, its cervical cancer vaccine.
Strict government regulatory policy in Singapore disallows prescription drug product advertising. So GH took the approach of showcasing expert medical opinion on the rising threat of the human papilloma virus (HPV), a sexually transmitted disease linked to cervical cancer in women.
One of the doctors interviewed described cervical cancer as a cancer of neglect among women in Singapore. This is because women put their children and family first and fail to go to their doctor for their own health checkup.
GH therefore leveraged the moving life stories of cervical cancer patients like Siti for its public education, held in partnership with Singapore Cancer Society. A housewife, Siti married her first love when she was 17. Today, at age 35, she is a proud mother of four. Unfortunately, when she was pregnant with her fourth child, Siti also learned that she was suffering from second stage cervical cancer. She continues to fight the cervical cancer and was in the hospital for a year at one stage.
Through the sharing of such life stories, we emphasized the importance of early screening and the need to be vaccinated to prevent the cancer. Siti's story, and other patient profile stories that GH pitched to media, resulted in extensive print and broadcast TV and radio coverage. The key messages of the unique antibody properties of Cervarix—proven to extend immunity against the cancer for up to 6.4 years—was widely picked up and highlighted in the news coverage.
Life stories brought the life-saving message of Cervarix to women in Singapore
Unveiling Checkpoint's Global Theft Barometer in Australia
The campaign generated impressive coverage across television, print and online media
While Australia has been feeling the brunt of the economic crisis, it seems the country has even more issues to deal with according to Checkpoint Systems' Global Retail Theft Barometer.
In a report released this month, results showed that Australian retailers have the world's highest employee theft, fraud and loss rate—an issue that has contributed to almost AU$2,996 million (US$1,937 million) lost in the last 12 months. By comparing figures to the 2007 report, the Sydney office of GolinHarris found that this loss meant that Australian consumers were being forced to pay the equivalent of an extra two weeks of groceries to compensate retailers for growing theft and loss.
The team took this message to market, claiming that in 2008 Aussie households will unknowingly pay AU$425.88 (US$275) to make up for the shortfall. You can imagine how Australian consumers reacted!
Working with the local Checkpoint Managing Director Mark Gentle, GH secured and facilitated 11 interviews with key print and broadcast key media including a three minute feature story on the Channel Seven, Today Tonight show. These efforts helped to generate a massive 144% increase in coverage compared to the project outreach in 2007 and the most in-country articles on Checkpoint's report anywhere in the world.
The coverage also generated direct responses from a number of retailers and even the Victorian Police to discuss theft further—a direct ROI on this campaign.
Who let the rats out?
The Hong Kong office handled media relations again this year for one of the city’s highest-profile charity events, the CENTRAL Rat Race. Organized by leading developer and longtime client Hongkong Land, the Rat Race is a fun, fast-paced, obstacle-filled relay race covering some 2.5 km through the middle of the city.
Themed on the trials and tribulations of the modern corporate world, it requires corporate teams and individuals to dress in business attire and running shoes and race around the CBD, passing a briefcase instead of a baton. The event’s concept helps convey the importance of staying fit and leading a balanced life on the way to the top—especially in a high-powered place like Hong Kong.
GH's enthusiasm for the event was on special display this year when Hong Kong managing director and former collegiate runner John Morgan suited up to race in the Iron Rat Race division for single executive entrants. Unfortunately, John was so busy filming the crowds with his handheld camera that he paid no heed to the rest of the field, who relegated him to last place.
This year’s event attracted 46 teams and about 400 entrants from some of the territory’s leading local, regional and multinational companies, all of whom helped raise more than US$300,000 for MINDSET, a registered charitable organization that supports mental health-related organizations and projects in Hong Kong and mainland China.
“On your marks, get set...” The Rat Race begins in Hong Kong
John Morgan, regional managing director, Greater China, carried a camera throughout the race in true PR fashion
Dow sets the standard for sustainability in China
Dow's event left Chinese media better informed about its sustainability efforts
China is trying to develop in a sustainable fashion, from creating public policy that encourages sustainable development, energy and resource efficiencies, to raising public awareness of such issues. The Dow Chemical Company, one of GolinHarris' global clients, is helping set the standard for sustainability around the world, and their work in China is a particularly good example.
In China, Dow often works behind the scenes to positively influence industry processes and effect change, so the company is faced with the challenge of making the general public aware of its work. Therefore, Dow and the Beijing office of GolinHarris created a sustainability experience for dozens of China's most influential journalists.
The Dow China Sustainability Media Workshop 2008 was held in Beijing on September 12, 2008. The event provided an excellent opportunity for various representatives from Dow's business units to gather together, mingle with the media and further strengthen relationships.
The workshop was relaxed in nature, mixing presentations by Dow leaders and even games. To highlight the concept of sustainability—especially as it pertains to water and building solutions—decorations were minimalist and light green, which also helped prevent waste. Similarly, the venue, Noble Club 16, has a setting that embodies the beauty and aesthetic of ancient China combined with lush greenery and water, reflecting sustainability.
Thirty-four journalists from 30 publications participated in the media workshop. GH conducted comprehensive media questionnaires and follow-up to gain a deeper understanding of the success of the event, which media unequivocally believed was a great success and contributed to their knowledge about Dow and Dow's strategy in China and around the world. To date, the event has generated an amazing 131 articles, with across-the-board positive coverage focusing on Dow's sustainability efforts.
Combating Hepatitis B in Taiwan
Global pharmaceutical company Bristol-Myers Squibb Company (BMS) tasked the Taipei office of GolinHarris with providing to the public the latest information on Chronic Hepatitis B, a disease endemic to the island. GH worked with a team of spokespersons, including 15 key opinion leaders from an association that BMS helped create, to arrange educational programs in hospitals around Taiwan. The educational program consisted of two lectures presented by physicians followed by Q&A sessions. GH created quizzes for participants to test their perceptions on Chronic Hepatitis B, and the team also arranged prize drawings and Trivial Pursuit games—for an added element of fun.
These programs helped the public understand more about Chronic Hepatitis B and treatments while also creating a channel through which the public could interact freely with physicians. This allowed BMS to convey key messages regarding its products and increase public awareness of the association at the same time.
This year, the association held seven educational programs in various hospitals and successfully drew over 1,000 participants. BMS is pleased with the results and will continue to support the team of spokespersons and hold educational programs in years to come.
Participants in the educational program at Chung-Ho Memorial Hospital, Kaohsiung Medical University
Dr. Jia-Yen Dai delivers a lecture on Chronic Hepatitis B at Chung-Ho Memorial Hospital
GH designed quizzes about Chronic Hepatitis B to further engage the audience
3M hosts child-friendly factory tour
The GolinHarris team in Taipei recently helped diversified technology client 3M create an innovative campaign combining a tour for elementary school students with a fantasy theme to leave the children with an unforgettable memory.
GH suggested renaming a factory that the students would visit the "3M Creative Island." As part of the GH plan, 3M staff dressed up as cartoon characters and were advised on how they could best show their spirit of innovation. The Yang-Ming Elementary School event was a success, with more than 200 students enthusiastically joining in the fun. At the same time, the event helped 3M build its brand name and highlight its various technologies to over 200 students.
GH helped 3M host a creative workplace tour for school children
GolinHarris holds Food Expo in Shanghai
The successful Beijing Olympics and upcoming 2010 World Expo in Shanghai inspired GolinHarris to create a ''Food Expo" for Unilever Foodsolutions (UFS) to announce its Autumn-Winter trend focus, "Fusion of World."
Our Shanghai office borrowed the mix-and-match trend currently popular in the fashion world, combining Chinese cuisines with French, Mediterranean and Korean cuisines.
By demonstrating the client's "Fusion of World" theme, the Food Expo emphasized UFS's international reach. The event also enhanced in-depth cooperation with UFS's key customers while promulgating its 2008 Autumn-Winter gastronomic trends.
More than 80 reporters, 150 chefs and government authorities joined the event, resulting in more than 40 stories in major national outlets and new opportunities for UFS to cooperate with pertinent government bodies.
The work didn't end after that great event. GH also helped UFS roll out its "Fusion of World" concept to engage customers, launching joint promotional programs with more than 30 UFS key customers. From client negotiations and restaurant profile preparation to menu design, GH successfully created a win-win situation. While restaurants welcomed thousands of new customers during the one-month promotion period, UFS strengthened its sales and brand preference.
Four top chefs from UFS's key accounts were invited to present innovative fusion dishes
Beijing gets a Great American BBQ
The BBQ included classic American food and cultural performances
This summer in Beijing was a summer that will not be forgotten—the atmosphere in the capital city was charged with excitement from the 2008 Beijing Olympic and Paralympic Games. Following these memorable events, the Beijing office of GolinHarris successfully organized the annual Great American BBQ party for the U.S. Agriculture Trade Office.
It is well known that American agricultural products are in high demand around the world, chiefly due to their high quality, safety, and advanced processing and production technologies. The purpose of this event was to promote U.S. agricultural products, raise the profiles of the event's sponsors, and promote American tradition, culture and lifestyle—which even included cheerleaders!
The event was attended by more than 200 guests, including diplomats from the U.S. Embassy in Beijing, association members and friends from the media. It was an evening of great food, great fun and celebration. People were so caught up in the excitement of the music, games and activities that they almost forgot to leave when the event ended.
The client offered high praise for GH's work, especially highlighting the team's creative ideas, strong implementation ability and overall event management. "I wanted to thank you for your team's effort in making this year's Great American BBQ a success," said LaVerne Brabant, director, Agricultural Trade Office, Beijing. "This annual event was one of our best yet, and our many sponsors, cooperators and guests were pleased with the event, especially the food and cheerleaders. Again, thank you for your support in organizing a successful program for over 200 guests."
