Heritage Meets Innovation - An AI-Powered CNY 2024

1. Film & Branded Content Kancils [1.12 Best use of Cultural Insights in Film & Branded Content]

Links:

Product/Service:

CNY Gift Box

Client:

Eu Yan Sang Malaysia

Brief:

Eu Yan Sang, a traditional Chinese medicine healthcare provider with a history spanning over 145 years, has maintained stable revenue from a loyal customer base. However, membership data reveals that the majority of these consumers are aged 40 and above. The brand is struggling to penetrate the younger market and attract younger consumers to their stores. The awareness of Eu Yan Sang among potential younger audiences is very weak, posing a significant risk of losing market share to new players and competitors entering the industry. This challenge highlights the urgent need for strategies to enhance brand awareness and appeal to the younger demographic to secure the brand's future growth and market presence. The objective of the campaign is to grab more market in Chinese New Year Gift by a) Retain Existing Customers - Baby Boomers b) Expand to working Adults - Gen Y c) Create aware to Gen Z

Solution:

In response to the growing interest in AI technology, we launched a campaign using the theme of "AI" to engage younger audiences and bridge the gap between our loyal customers (parents) and their tech-savvy children. Our aim is to show that our 145-year-old brand embraces innovation while maintaining its heritage. The campaign features the short film ã€AI? æ˜¯çˆ±ã€‘(AI? is Ã i [LOVE]), highlighting how AI can achieve many things, but it cannot replace love. The film concludes with the line: "AI æˆ–è®¸å¯ä»¥æŠŠå¾ˆå¤šä¸œè¥¿éƒ½æœŸå¾…ï¼Œå”¯ç‹¬ çˆ± æ— æ³•æ›¿ä»£", meaning "AI can create many things, but it cannot replace 'Ã i' (love)." This reinforces that while technology is powerful, love remains irreplaceable. The campaign effectively connects with both generations, showing that tradition and modernity can coexist.

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