Campaign details
Brand: Hsu Fu ChiBrand owner: NestléLead agency: Mindshare ChinaContributing agencies: NetEase MusicCountry: ChinaIndustries: ConfectioneryMedia channels: Mobile & apps, Radio & audioBudget: Up to 500k
Executive summary
Hsu Fu Chi is a traditional Chinese candy brand that has been a gifting staple during Chinese New Year. But with electronic red packets (envelopes with money) becoming a more preferred gifting option, the brand was losing relevance during this crucial occasion.
Hsu Fu Chi used the nostalgic power of music to recapture relevance, integrating into NetEase,...