Cheong Kwan Jang raises brand awareness with creative new campaign

Korean red ginseng brand, Cheong Kwan Jang has unveiled a new integrated campaign, ‘Power Up from Inside Out’, which aims to raise brand awareness and educate consumers in Singapore about the health benefits of Korean red ginseng.

The campaign was done in partnership with designory Singapore, the creative and content subsidiary of eg+ Worldwide, which spans activation, social, DOOH and on-ground activation where participants will partake in games to win Cheong Kwan Jang prizes.

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“'Power up from inside out’ is the core message of the brand campaign, encouraging individuals to embrace a natural approach to boosting energy levels,” said Christan Sow, head of creative and content at designory.

“designory's creative team has ensured that this message resonates throughout the campaign, delivering a compelling narrative that captivates and motivates the target audience,” Sow continued.

‘Power Up from Inside Out’ features four visuals that showcase Cheong Kwan Jang’s benefits, each tailored to specific customer personas such as nurturing parents, active elderly individuals and multitasking professionals.

As part of the campaign, Cheong Kwan Jang will also release an Immunity Bar that offers four of its bottled Korean red ginseng-infused drink when consumers pronounce the brand’s name correctly to promote brand recall and interaction.

Cheong Kwan Jang was established by Korea Ginseng Corporation and has a history dating back to 1899. It is now currently available in over 40 countries.

Brands can certainly get creative with their campaigns in Singapore. Recently online food and grocery delivery company foodpanda Singapore is highlighting its 24-hour fresh produce delivery service with a new campaign that utilises 2D creatives.  

It's new 'CHILL: We got you fresh!', which was done in collaboration with Clear Channel Singapore, features  foodpanda’s iconic mascot, Pau-Pau, standing by an illuminated fridge that highlights fresh vegetables and fruits, to simulate what a well-stocked fridge will look like, foodpanda said in a statement.

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