The eighth case study in the ‘Winning Partnership Series’ discusses how Astro tapped into their digital content to maintain OSIM’s position as the market leader. Massage chairs are often deemed a luxury but never a necessity. Thus, OSIM needed to find a way to target the young, affluent segment to try out their products.
Astro places OSIM ON the frontlines for Parent’s Day
To maintain its position as the market leader ahead of the competition, OSIM needed to widen its audience base with a new approach to entice trials and boost sales. Leveraging on Parent’s Day, Astro produced a series of bite-sized digital dramas, using a comedic and light-hearted approach to seamlessly weave in OSIM’s products, and run across Astro’s digital sites to capture the young affluent audience.
Challenges
OSIM was facing fierce competition tapping into the same period to boost their sales. OSIM needed to do more than just a conventional TVC approach to win the hearts of young, emerging affluent market. Since products like these are often considered not a necessity, OSIM needed to come up with a strong, persuasive purchasing reason to create a new market demand.
Target Audience
OSIM needed to target the young, affluent Chinese segment to try out their products and create a demand in association with Parent’s Day.
Strategic Fit
Leveraging on Astro’s main Chinese digital platform, the bite-sized videos were deployed periodically on XUAN, supplemented by digital advertorials to reinforce OSIM’s brand message for their Parent’s Day campaign.
Objective
The campaign’s main objective was to increase sales and position OSIM as a necessary product for the young audience to purchase for their parents.
Solution
Since young adults are avid consumers of short format content on digital and comedy was their choice of genre, ASTRO created a series of that depicted the relationship between parents and their adult children, in comical situations of searching for happiness. OSIM was revealed as the hero at the end of each story.
Content Strategy
OSIM selected two products to be promoted, the OSIM uLove and OSIM uJolly.
The first drama depicted a superstitious mom looking for a perfect boyfriend for her manly daughter. The second drama tells the tale of a cheeky father who brought his innocent son to a massage parlour.
Using these two stories, Astro extended the content by creating a bonus track. The two families were combined into one short clip, to promote uJolly.
Content Distribution
Complete versions of the digital dramas were released on XUAN. To increase visibility and widen reach, a 30 second cut down version was produced and aired across Astro’s Chinese channels. Digital advertorials were created on XUAN to reinforce OSIM’s Parent’s Day campaign message. The videos were also played at all OSIM outlets and used by OSIM as tools to run contests on digital, using the same content and themes.
Results
The digital shorts made their rounds on the internet with over 2.7mil views.
The videos also made their way into social spaces and went viral with over 1.2mil video views, garnering 15K of total engagements and more than 189K clicks.
During the campaign period, the digital brand advertorials which supplemented the videos also received more than 40K views.
OSIM experienced a 40% increase in footfall at their retail outlets. This attributed to a 10% growth in sales compared to the year before.
Product awareness in the market increased with more customers enquiries via online and in-store.
This campaign was shortlisted as Finalist in Spark Awards 2018 under Best Media Solution – Digital.
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