Hadabisei

#完勝態度

The Social Currency

This campaign carried the core message of #完勝態度 (Winning Attitude). Women are champions in many areas of their lives, and are able to find success even while balancing both family and career. Tapping on this insight, we created social media content that focused on success stories of women who embody this winning attitude.

The Winning Formula

Facial product campaigns leverage the visual power of big head shots, with recommendation by beauty bloggers to seal the deal. We kept this winning formula, but added an unexpectedly emotional connection: “Woman is the Winner”.

The Image

Instead of traditional feminine colours, we chose to go bold by using pink, yellow and blue to create a confident, energetic, and unique brand voice.

Place the right ad, at the right place.

Our target customers are 30+ year old ladies. To reach them, we chose to speak via MTR billboards, shop POPs, and activation events at Sha Tin, Hong Kong East, and Kowloon East. The districts where they live.***