Challenge：

中國消費(fèi)者對(duì)燕麥奶品類認(rèn)知不足，大部分消費(fèi)者只知道牛奶是營養(yǎng)健康的。來自燕麥的植物奶由于不含脂肪、膽固醇是現(xiàn)代健康生活的更好選擇。燕麥奶不是牛產(chǎn)的，但是更健康。

In China, consumer perception of oat milk products is far from enough. According to knowledge of most consumers, only milk is nutritional and healthy. The vegetable milk, extracted from oat and free of fat and cholesterol, comes as a better choice for those who highly value a healthy modern way of life. Though not produced by cows, yet oat milk is much better to health.

Idea：

沒有牛的奶

Solution：

中國漢語詞匯“牛奶”，牛和奶是連接在一起的，有牛才有奶。但是現(xiàn)在不一樣了，沒有牛也可以有奶，那就是來自燕麥的奶。我們將消費(fèi)者所熟知的農(nóng)場(chǎng)擠奶畫面中的牛進(jìn)行了置換。奶農(nóng)不再是給牛擠奶，而是給碩大的燕麥擠奶。打破消費(fèi)者認(rèn)知常識(shí)，制造戲劇沖突，讓消費(fèi)者清晰獲取燕麥也有奶的信息，那就是圣悠活燕麥奶。

The Chinese word “ Niu Nai” (the milk of cows) shows a strong connection between cow and milk, indicating there won’t be milk without cows. Nowadays, however, things are changing and milk can also be produced by oats. In the advertising poster, we have replaced the usual scene where cows are being milked with the scene where the large and beautiful oats are being milked by farmers. The purpose of the dramatic advertising design is to convert the stereotyped perceptions of consumers and convince them also milk can be produced by oats. It is St Hubert Oat Milk.

Results:

廣告自投放以來產(chǎn)生了8000000+媒體觸達(dá)，在社交媒體平臺(tái)引發(fā)4500+次評(píng)論和轉(zhuǎn)發(fā)，不僅增強(qiáng)了消費(fèi)者對(duì)于燕麥奶品類的認(rèn)知度，更加增強(qiáng)圣悠活品牌好感度，創(chuàng)意的呈現(xiàn)形式得到了消費(fèi)者的認(rèn)可和喜愛，為品牌拉新帶來了積極的作用，品牌知名度提高40%。

Since being released, the advertising poster has been viewed by more than 8,000,000 person times, and commented and reposted by over 4,500 times via different social media platforms. Not only has this made oat milk products more popular among consumers, but gained greater recognition of consumers to St Hubert brand. The creative presentation is well received by consumers, playing a significant role in promoting the brand. It has seen a rise by 40% in brand recognition.

8000000+媒體觸達(dá)

Viewed by over 8,000,000 person times

4500+社交媒體評(píng)論轉(zhuǎn)發(fā)

Commented and reposted by more than 4,500 times

40%品牌知名度提高

A rise by 40% in brand recognition