| Spotlight On: ZESPRI Kiwifruit |
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| A unique name-unveiling ceremony for ZESPRI in Beijing. |
GolinHarris is Shanghai recently won a Gold Quill Merit Award for their campaign for ZESPRI Kiwifruit, "Promoting an International Premium Product in China.” This quarter, Breakthrough revisited the award-winning campaign.
Key Objective
To increase brand awareness of ZESPRI Kiwifruit and transform "Monkey Fruit" into a premium product.
Campaign
GH’s strategic campaign separated the China market into smaller sub-markets and then used a tailor-made approach for each market to attract local media attention:
- In Beijing, the focus was on introducing ZESPRI’s brand-new Chinese name, "Jia Pei" (words that convey "juicy" and "abundant"). GH conceived a unique name-unveiling ceremony (pictured).
- In Shanghai, to satisfy the fashion-savvy media, GH linked ZESPRI to lifestyle and fashion. Famous stylists were called upon to design handbags, earrings and dresses that incorporated the kiwifruit into their design.
- In Guangzhou, GH coupled with dessert chain "Fruit Mix” and created a new ZESPRI summer treat for media and consumers to sample.
Results
- GH generated USD3,747,448 of equivalent advertising value for ZESPRI with a 25 percent return on investment.
- There was a 360 percent increase in ZESPRI Kiwifruit sales within just four months of strategy execution.
- There were nearly 300 media placements covering 97 percent of the major media outlets targeted. GH generated USD 3,747,448 of equivalent advertising value for ZESPRI.
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| Cotton Day 2006: "Cotton in Vogue" |
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Every year, long-time GH client Cotton Council International (CCI)—who licenses use of the COTTON USA Mark on clothing containing US cotton—hosts a major campaign in Hong Kong to promote brand and consumer awareness of the style, comfort and versatility of US cotton. In 2005 GH helped CCI align with high-end fashion brands to enhance the client's licensee roster and deliver upon their premium brand promise. This year, GH was determined to push the envelope even further by arranging partnerships with some of the world's most renowned fashion icons, elevating CCI in the fashion consciousness of Hong Kong to a level that was unthinkable two years ago.
To achieve this, GH created a campaign, "Cotton in Vogue," that would communicate the artistic side of cotton. It centered on a large-scale art piece made of cotton, designed by award-winning art director Man Lim Chung. To launch this first-of-its-kind exhibition, GH created a Victorian-themed "fashion dance" performance starring actress Isabella Leong, fresh from her starring role in the movie "Isabella" that was featured at the Berlin Film Festival. The team also secured participation from top international labels Marc Jacobs, Calvin Klein and DKNY, who supported the event with their spring/summer 2006 collections, as well as Giorgio Armani Cosmetics, who provided makeup for the models.
The launch of "Cotton in Vogue" drew huge crowds to one of Hong Kong's swankiest shopping hotspots along with dozens of media and VIP representatives from prospective licensees.
Senior management from CCI, Marc Jacobs, ck Calvin Klein and DKNY raved about the quality and creativity of the show and were clearly pleased with the outcome—especially the venue for the event, Festival Walk, which saw an incredible 15 percent increase in traffic during the exhibition period.
| Singapore Healthcare Team Kicks Off 2006 with BMS |
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The GH team managed two media briefings for BMS at the Asia Pacific Association for the Study of the Liver's 16th congress in Manila. |
GolinHarris in Singapore kick-started the 2006 regional hepatitis B disease awareness and product marketing campaign for global pharmaceutical client Bristol-Myers Squibb, after a very successful campaign in 2005 that engaged up to 12 markets across the Asia Pacific region.
During the first quarter of this year, the BMS-GH account team, led by Patrick Keenan, associate director at GH in Singapore, worked with GH's Manila affiliate and colleagues from Shanghai to manage two media briefings during major international medical congresses in the Philippines and China, both on hepatitis and liver health.
APASL, the Asia Pacific Association for the Study of Liver, held its 16th congress in Manila, bringing together nearly 1,000 liver experts for the latest updates on liver disease. The teams from Singapore and Manila worked to attract Philippines media and leading experts, including thought leaders based in Hong Kong and the Philippines, one of whom also served as chairperson for the congress.
Results were excellent, with coverage in top-tier print, radio and TV conveying the need to effectively treat chronic hepatitis B infection and the latest treatment option provided by BMS, entecavir, also known as Baraclude™.
In late March, the Singapore team headed to Shanghai where the healthcare teams worked together to manage a media briefing during the Shanghai-Hong Kong International Liver Congress 2006. The Congress, the largest liver health congress in Asia, was attended by approximately 2,000 participants.
The briefing was attended by a number of Chinese media and several international media from Hong Kong, Taiwan and Singapore. Coverage has been extensive, and the messages of reduction of viral load and the availability of entecavir were clearly reflected in all articles.
These two events have set the tone for another active year in communications outreach for hepatitis B.
| Shanghai Team Promotes New Hep B Treatment Across China |
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An advertisement from BMS. |
GolinHarris in Shanghai also recently worked with Bristol-Myers Squibb (BMS) to launch a new treatment, which is a breakthrough for sufferers of chronic hepatitis B (CHB). Baraclude™ (entecavir) is a first-of-its-kind treatment that suppresses the hepatitis B replication virus (HBV), thereby reducing viral loads. Specifically, BMS appointed GolinHarris in Shanghai to manage a press conference for the official launch of Baraclude™.
The press conference was attended by domestic and integrated media (including web media) from 23 cities in China and was broadcast live over the internet. Many journalists were flown in for the event. To ensure that media transportation and event proceedings went smoothly, members of the GH team were positioned at two airports in Shanghai and at the media's accommodation.
In the lead-up to the press conference, GH helped BMS conduct a protocol involving the development of media Q&As to ensure that BMS's key messages were communicated clearly and consistently.
Media turnout at the press conference was impressive with 60 media attending, a 100 percent attendance rate. At the press conference, GolinHarris was able to encourage media questions that were related to BMS and Baraclude™ key messages.
Approximately 77 news clippings were generated, all of them positive.
| Boosting 'mod's hair' Style in Taiwan |
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'mod's hair', a hair care brand under the Unilever group, relied on the creativity of GolinHarris to increase its influence in Taiwan hair salons.
GolinHarris proposed boosting the credentials of 'mod's hair' among local youth and hair salons by organizing a "Hairstyle Fashion Show." In addition, to avoid media focusing solely on salons, GH advised 'mod's hair' to educate consumers on the link between hair care and hairstyling.
After 'mod's hair' invited a Japanese stylist to oversee the Hairstyle Fashion Show, GH arranged for a local celebrity television VJ to greet the stylist at the airport, thus increasing the stylist's credentials. In addition, GH oversaw the VIP invitations for professional local stylists.
The highlight of the event was a hairstyle catwalk show, with models showing off their 'mod's' styled hair. To reinforce the new water hydration capability of mod's hair products, GH incorporated "water elements" into the stage design, decorations, and media collateral.
A total of 22 media agencies and 30 journalists attended the event, generating 40 clippings to date, in TV, daily and online news. More importantly, 'mod's hair' has seen its sales increase eight percent in both retail and hair salon channels.
| Japan Takes the Media for a Ride |
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Lifestyle journalists in Japan had the chance to test drive the latest slick models from Range Rover. |
In time with the coming of spring, the blossoming of cherry trees and the warm ocean breeze dancing between the palms on the coast of Kyushu, GolinHarris organized the year's first grand-scale event for longstanding client, Land Rover Japan.
In early April, GH arranged for select media to drive the British premium SUV manufacturer's latest models around the southernmost part of Japan's four principal islands. During the 14-day event, media were able to capture the vehicles, portraying the "lifestyle tours" theme, in a graphic and glossy feature-friendly way.
Preparing a shining fleet of Range Rovers, Discovery 3s and the brand-new, ultramodern Range Rover Sport, GH took leading editors of the country's top luxury men's and women's magazines on a ride through various rural landscapes in Fukuoka and Kumamoto prefectures. Photo sessions of the vehicles took place along white sand beaches facing the East China Sea, around the rugged routes leading to the active and pluming Mount Aso, and on country roads that to this day retain the look and feel of traditional Japan.
A total of 28 publications attended the event, and the project is expected to generate a total of 60 pages of coverage featuring the sleek and athletic 4x4s.
| Taipei Office Leads the Dove Nude Parade |
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The media gathering focused on showing—not telling—consumers that every type of skin is beautiful. |
When Dove, a skincare brand under the Unilever group, wanted to incorporate the key theme "nude" while positioning its latest product, Dove Body Wash and Facial Foam, the Taipei office created an innovative program that could make you blush.
GolinHarris devised a communications platform that focused on showing—not telling—consumers that every type of skin is beautiful. GH broke the program into two parts: a media gathering introducing the "nude" theme and product characteristics to media, followed by a Nude Parade to show off beautiful skin to consumers.
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| A media gathering introduced the 'nude' theme. |
Over 56 media attended the two events, generating a total of 93 media clippings in a wide-variety of media beats. Additionally, GH arranged for over 100 women to parade down a busy street in their bikinis to show off their beautiful skin. Most surprisingly, an additional 25 women signed up and joined the parade on route—Dove was creating social change as women were proud to show their skin!
The media buzz continues as talking heads discuss the importance of "self-beauty." Dove is regularly approached for media interviews and widely recognized as the market leader on the topic of "beauty."
| Hong Kong Media Take a Crash Coffee Course |
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Starbucks coffee masters Scott McMartin and Alison Edwards demonstrate the art of "cupping."
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In April, the Hong Kong office of GolinHarris and client Starbucks welcomed coffee experts Scott McMartin, director of coffee and tea education, and Alison Edwards, manager, international coffee education, all the way from Seattle in the U.S. for a media appearance and the launch of a new super-premium whole bean coffee.
Scott and Alison treated local lifestyle and F&B writers to a tasting demonstration before teaming with local Starbucks executives for the unveiling of "Black Apron Exclusives—Kenya Kirinyaga," a rare limited-edition coffee that made its way into several publications in Hong Kong.
GH was able to secure detailed coverage on Scott and Alison's visit through exclusive one-on-one interviews with handpicked media, and GH team members also emceed the event.
| Huggies Operates in Stealth to Reach New Hospital Channels |
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| A highlight of the workshop was a diaper-changing contest. |
Huggies' campaign focused on building relationships with hospitals in Taiwan. |
In early 2005, diaper brand Huggies was having a hard time securing professional endorsements and breaking into the hospital market, where diapers are distributed to new mothers. This lucrative distribution point was important for building brand preference.
GolinHarris developed a strategic "stealth" campaign, focusing on building relationships with large hospitals across Taiwan without alerting Huggies' key competitor. GH suggested enlisting the support of hospital nurses and doctors in teaching expectant mothers and fathers how to correctly use and change diapers.
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| Parents are quizzed on childcare concepts. |
Participation was secured with ten of Taiwan's largest hospitals, and games were created to educate and entertain over 403 mothers and fathers. Among the highlights were a timed diaper-changing contest and a Jeopardy-style game, where the parents were quizzed on childcare concepts and methods.
The events were conducted without any promotion outside of the hospitals, to prevent interference from Huggies key competitors.
As a result, Huggies has secured endorsements, and several hospitals are considering changing their diaper partnerships to incorporate Huggies.
| Man Investments: GH Leads Top Hong Kong Financial Media to London |
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| Hong Kong financial reporters pose at the Tower of London during their media trip to Man Investments' headquarters. |
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| Man Investments CEO Stanley Fink delivers a presentation in London to top Hong Kong financial media. |
In the first media trip of its kind for Man Investments, GH arranged for 11 of Hong Kong's leading financial media to visit the company's London headquarters.
Man had never before hosted press from Asia, but both client and agency felt it was time for Man to further deepen the media relationships they had been nurturing since 1997. In addition, it was the perfect opportunity for Hong Kong reporters to meet with senior Europe-based executives and fund managers who formulate the strategies for the largest hedge fund company (and the only publicly listed one) in the world.
Much of the program was built around interviews and presentations by Man, plus a well-received visit to the London Stock Exchange. But it was also peppered with a healthy serving of London-style entertainment—including dinners, sightseeing, high-street shopping and, of course, theater.
The resulting articles have been extensive, despite the fact that guaranteed coverage was not a prerequisite for the trip. Commenting on the experience, journalists said they gained a deeper understanding and appreciation of the company and its products and commented on the "very well organized and intelligently planned order of events." They also said the "presentations were useful and comprehensive" and that "it was impressive to meet with the CEO."
| Japan Is the Wind Beneath DHL's Wings |
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| The grand opening of DHL Central Japan International Airport Gateway Facility. |
In mid-March this year, DHL opened its long-awaited Chubu Gateway facility at the brand-new Central Japan International Airport (Centrair), built on a man-made island off Nagoya.
The expansive, state-of-the-art facility, which includes features such as customs clearance and bonded warehouse facilities, is designed to boost international trade in central Japan and is DHL's first major facility in the country to lie immediately adjacent to an airport runway.
The Tokyo office of GolinHarris was on hand to ensure that one of DHL's biggest projects of the year would get off to a flying start. The "grand opening" event consisted of a press conference, ceremonial proceedings and a reception. GH was instrumental in the organization and operation of the conference, gathering 23 domestic and international media, including both print and television.
Brimming with trademark GH creativity, the Tokyo team ushered media representatives into the enormous complex sporting DHL's well-known yellow and red logo, and timed it just right so that as DHL Express Asia Pacific CEO Scott Price and DHL Japan representative director and president Guenter Zorn were finished delivering their addresses and fielding questions, the massive gates opened to the sight of a DHL Airbus aircraft that had just landed and parked beside the hangar, its engines still roaring to the applause of all those attending.
GH succeeded in securing coverage in eight major television programs and 32 print articles, as well as extensive online featuring.
| Hong Kong Office to Take Levitra to New Heights |
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GolinHarris recently won the retainer to boost sales and raise awareness of Bayer Healthcare's erectile dysfunction treatment, Levitra, in Hong Kong.
The win offers an exciting challenge for the GH team, who has already conducted a very successful positioning workshop with the client and is devising a number of attention-grabbing campaign elements for launch later this year. Watch this space for the latest developments as Levitra and GH set out to conquer Hong Kong.
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