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GNC campaign uses relationship goals to promote health supplements

In a new campaign by DDB, GNC has told a love story that reminds people to have a balanced lifestyle.

In an online video, a young woman gets caught up in her hectic schedule and finds that her lifestyle is not on par with that of her partner’s, who has adopted healthy habits. In the end, she is inspired by her partner to start taking GNC’s health supplements as a means of getting back to a balanced lifestyle.

The nutritional supplements company aims to bring out the message of “in pursuit of love, life and happiness, a little motivation goes a long way”.

“The idea was to give urbanites a spark with a story they can see themselves in, to persuade them to overcome their inertia and hit the restart button,” said Keith Ho, managing director and chief creative officer of DDB HK.

Inviting celebrities to sell the benefits of nutritional products is a more common practice in the industry and GNC has repositioned itself as a health coach to empower customers to put prioritise their health. GNC has said that most Hongkongers don’t have a habit of taking health supplements, which prompted the company to tap into this sector with the new style of campaign.

Other than online videos, the campaign also includes print ads, in-store point-of-purchases displays, outdoor TV, digital, and TVC tag-ons.

“We wanted to encourage time-starved consumers to balance professional and physical well-being through a long-term relationship with GNC, a brand they can trust to help safeguard their health and add to the quality of life they enjoy,” said Pamela Wong, director of GNC Hong Kong and Macau.

“Just like a life partner who is right for you, a regular health supplement consumption habit is worth making an effort to hold on to,” she concluded.

Credits

Client: General Health Development Limited Hong Kong & Macau

Director, GNC Pamela Wong,
Head of business development and marketing, GNC Winnie Ko,
Marketing manager, sales and marketing, GNC Vani Lam,
Assistant marketing manager, sales and marketing, GNC Frances Fu,

Creative Agency: DDB Group HK

Managing director and chief creative officer Keith Ho
Managing director Irene Tsui
Executive creative director Almon Lam
Growth director Noc Choi
Creative team Christine Lai, Cola Chan, Hoon Leung, Chris Cheuk
Account management team Gloria Fung, Regen Lee
TV Production Annie Tong, Chau Kam Chuen
Studio, Visualisrs and Computer Artists B Ng, Cheng King Kong, John Chan, Nelson Fung

Production House: Seven Three One Limited

Director Lik Ho
Post Production House Touches/ Digit Digit
Editor Holly Ho
Music House Click Music
Composer Choi Chi Ho

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