Yili’s QQ Milk, a nutritious milk beverage for children, wanted to boost sales by positioning itself as a provider of well-rounded, healthy lifestyles.
Tapping into the rich and immensely popular IP of China’s National Museum – the Louvre of China – the team set out to create a unique AR experience that would bring China’s national treasures from the last five centuries to life. Parents could scan a bottle of QQ Star Milk – with unique, special edition packaging to represent China’s treasures – to enter the immersive world of China’s National Museum’s exhibits, allowing their children to interact and learn about China’s history from fun loving animated treasures.
To encourage parents to buy a bottle and get scanning, we created a social challenge on China’s hottest short-video app, Douyin and drove immense buzz through key opinion leaders from China’s top parenting platforms.
Chinese New Year is about the only time of year when McDonald’s – as a U.S. fast food giant – found little role to play. However, CNY also sets off the world’s largest annual human migration as millions ‘migrate’ from 1sst tier cities back to their 3rd and 4th tier cities, Chinese also complete a whole set of ‘transfiguration’, their names change from ‘Mary’- which has an urban ring- to ‘Cuihua’- which has a rustic ring, their outfits change and even daily routines change. McDonald’s has a Chinese name—Golden Arches that mocked historically but given the ‘transfiguration’ traditions can now have cultural relevance with Chinese consumers.
Joining Mindshare in 2017, Anson rose to the challenge by heroically leading NEO’s transition process from Ogilvy to Mindshare under WPP agency restructure. His extensive digital knowledge covers almost all aspects, particularly in SEO, Tag Management, Data Analytics and Affiliate marketing, instantly broadened Mindshare’s service offerings and made significant commercial impact on the business.
Anson being proactive, result-hungry and status quo challenging makes him the perfect change agent. Under his leadership within a year, NEO won 5 local awards and 3 shortlists in APAC/Global awards under his management, making the Go-to Person for all things digital. He was the youngest Associate Director in Mindshare after his promotion in Nov2018.