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
Magiclean is a kitchen cleaner brand that entered China in 2021. To compete with giants like Mr.Muscle, we had to establish a disruptive positioning that would draw eyeballs and drive sales in a low involvement category dominated by legacy brands with deep pockets.
We did this by talking about something that every competitor ignores: Germs. We created the world's smallest billboards warning germs of Magiclean's deadly efficiency. A small budget campaign with big results, including a 331% increase in unique visitors to our eCommerce store and sales up by 30%.
