CLIENT
Kao Commercial (Shanghai)
1. Nohara Satoshi - Marketing Director
AGENCY
1. Cherrie Chan - Vice President
2. Ignacio Arbex - Associate Planning Director
3. Michael Pearson - Group Creative Director
4. Sascha Engel - Vice President, Creative Technology
5. Jimmy Wang - Creative Director
6. Reed Collins - Chief Creative Director
7. Wei Fei - Group Executive Creative Director
8. Eve Liu - Senior Copywriter
9. Xinyan Xu - Senior Art Director
SUMMARY
Kao Magiclean is a Japanese kitchen cleaner brand that entered China in 2021. After 11 months of modest business results, we radically repositioned the brand and launched a campaign on Tmall’s Double12, the second biggest eCommerce festival of the year. The challenge was to draw eyeballs and generate sales in a low involvement category dominated by legacy brands.
We did this by talking about something that every competitor ignores: Germs. We created the world’s smallest warning signs for germs and made an invisible problem visible.
