Character as a Centerpiece of  Integrated Campaign

Integrated Campaign

Client: Otsuka

Market: Hong Kong

Character: Betakkuma

Challenge

Otsuka Pharmaceutical's “Oronamin C” energy drink was launched in 2015 in Hong Kong. As it was new to the market where there were many similar products, Oronamin C needed to build awareness from scratch with strong differentiator.

Solution

Featured Betakkuma, awarded as most influential character 2017 by 9GAG, regional buzz media, to create visual consistency and differentiating factor across the multi-contact point integrated campaign, from web movies. POSM, social media posts to on-ground events.

Results

63%

Matches Brands

75%

Attractive appearance 

86%

Happy and light-hearted image