Contac launches new embedded ad campaign in Guangzhou

The soft-embedded advertising campaign is developed by MediaCom Beijing in cooperation with the local meteorological bureau.

Until the end of this year, a specially designed cartoon character representing Contac NT will be embedded in a 90 second-long weather bulletin broadcasted on 7,746 LCDs in subway stations and on the trains.

To make it more relevant to straphangers’ lives, the cartoon character’s outfit and activities change in accordance with the weather. For example, on a sunny day, the campaign will feature an image showing the character bathing in the sun.

There are many reasons that TSK&F and MediaCom chose Guangzhou to launch the campaign. The city is Contac’s biggest sales contribution market. It also ranks the highest among Chinese cities in term of media consumption habits in subways. In addition, the Asian Games will be held in Guangzhou in November, which is also the peak season for cold treatment.

Credits

Campaign Weather Forecast Corporation in Guangzhou metro LCD (广州地铁天气预报合作）
Client TSK&F (中美天津史克制药有限公司）
Brand Contac NT (新康泰克）
Creative agency Grey Beijing
Media agency MediaCom Beijing
Media team Yang Jiao, Agelica Hao, June Wang, Percy Yang