Client
Team
Account Management
Ming Chan, Holly Tang, Tiffany Ching
Copywriting
Ming Chan, Holly Tang, Tiffany Ching
Design
Winston Leong
The Target Audience
Discerning women at the age of 35-45 who always keep room in their life for great quality moments for themselves and the ones they love
The Objective
We aimed to develop a KOL campaign to increase brand awareness of Mövenpick, and also to promote and drive sales for the newly launched 100ml unit and the relaunch of Mövenpick’s hero product.
The Strategy
“The Best, For the Best” campaign took Mövenpick to the mass via postings of a number of public figures who outperformed in different fields. We sent each of them a card with their handwritten motto, along with a box of Mövenpick delicacy.
The campaign message is simple & direct – the BEST always knows how to reward themselves with the BEST choice of ice-cream & enjoy the BEST moment – that conveys Mövenpick being the best-in-class ice-cream provider & distinguishes the brand from competition. The result is amplified by strong digital and social media support, which helps to reach the objective of the campaign.
The Execution
A Relatable Tagline: “The Best, For the Best”
Our tagline not only echoes the brand idea, “Simply the Best”, which also relates to the stories of KOLs. When Mövenpick strives to provide the best ice-cream experience, we see Mövenpick’s DNA in KOLs as they work to deliver their best in profession – and we want to send them a gift of gratitude with “the best” after-work dessert for “the best” performer in fields.
Unconventional Choice of KOLs for a Traditional brand
A typical thinking of premium brand would choose prestige KOLs ONLY- BUT we tried to break this rule & also select the 2nd-tier KOLs to work with. Top tiers are celebrities who reflect brand’s DNA & a hand-written card was sent to give a touch of their prestigiousness; For the 2nd tier group of KOLs, affordable small sized ice cream were sent & depicted as KOL’s personal taste, allowing the brand to tap into the mass market & raise awareness without downgrading the brand.
Customization to bring out the unique sensation of the brand
To highlight the “strive for the best” spirit of the brand & KOLs, sent along with the delicacy was a card with KOL’s motto, which was hand-written by local illustrator Wingki Kwok, to create a prestige & unique experience.
Client
Team
Account Management
Ming Chan, Holly Tang, Tiffany Ching
Copywriting
Ming Chan, Holly Tang, Tiffany Ching
Design
Winston Leong