Agency: MullenLowe Shanghai, China

The Summary Statement

Qinyuan is a local Chinese brand of water purifier that has been around for 20 years. They have not evolved with time as more competitors have entered the market, slowly losing market share to new brands. With a roadshow planned across 34 key cities in China, we were tasked to create interest with younger, potential buyers and get them excited about the brand and products enough to head over to the event near them.

Campaign Strategy

Water purifiers fight against an invisible foe, germs, and since every glass of water looks clean, consumer interest in water purification is high only when a problem is reported in the news. We had to create that level of awareness without having a water scare on the news. We had to make the invisible, VISIBLE and top of mind for our drinkers.

Campaign Concept