We created new interpretation of Ozweego culture by incorporating GenZ’s latest cultural bursts and interests in our communications. We created many “unexpected” content collaborations to create hype and build the stories that connect from branded Ozweego anime customization to “remade” dance video, reimaged MV, exclusive sports inspired local content and the first-ever limited sneaker burger, also leveraging on point KOLs as amain part of the communication.

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Chocolate is rarely the snack of choice for Chinese consumers, who turn to other snacks when they feel peckish. Coffee, on the other hand, is experiencing rapid growth in China. With Dove penetration falling, we set out to create a new cultural pairing between coffee and chocolate. In a media first, we partnered with eComm giant Meituan, and leveraged their full ecosystem to drive awareness and sales through the intelligent use of data.

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This is a story of how we made Wrigley's new gum brand, FIVE, stick in the most unexpected place. So sticky, in fact, that we increase unaided brand awareness by 53% during the campaign period! The challenge was clear: with plentiful snack choices entering the market every day, people were losing interest in chewing gum. The opportunity was to win over a growing category– eSports gaming – targeting 60 million young mobile gamers! eSports gaming is an intense activity, requiring maximum focus.

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2018 marks the 10th anniversary of Alibaba‘s Double 11, the single biggest Shopping Festival in the world. As Alibaba Group's overseas media strategy and buying agency, MediaCom launched a bespoke Double 11 brand campaign across the 10 most strategically important markets. During the Double11 period in 2018, we not only helped Tmall to create mass brand exposure but also made impressive sales performance.

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Research and consumer insight revealed that painting and repainting occasions always occur at key family milestones, usually involving children. In China, parents seek every advantage possible to give their children an edge in the country's ultra-competitive environment. So having discovered vibrant colours spark imagination and intelligence in kids, Dulux launched a campaign on Children’sDay targeted at parents and encouraged them to explore a wider colour palette.

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MediaCom and Snickers partnered with one of China’s biggest domestic carriers, China Eastern Airlines, to develop a hunger-free flight – Snickers Air. Passengers boarded with theworld’s first edible boarding pass, received a hunger safety announcement and were treated to a special in-flight meal; the travelers received an amazing experience that entertained millions offline and online during Chinese New Year 2018, driving up net sales value by more than 60%.

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Some brands “engage” consumers. Some partner with their passion points. That’s fine. But it can compare with embedding your brand in an intense flow activity – life’s greatest legal high.5 Gum was embedded into the game as a ‘juicy grenade’ or a ‘bouncy pad’. Players could earn coupons for 5 Gum in the game, including “Cross FireLimited Edition Packs”, and many highlight reels from spectacular gaming performances were shared online to the game’s large cohort of followers. The sales value of Five

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Chinese Valentine's Day is widely celebrated in China. Apart from trawling through the internet for innovative and romantic gift ideas, men also have to come up with original romantic quotes to win the girl of their dreams or to wow existing partners. Chinese men may not be overly romantic or expressive, but they would like to learn more about the art of romancing their loved ones!

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