Havas China has launched a dance activation for Mighty, a Chinese cooking oil brand, which aims to position the brand as an advocate of wellness and healthy lifestyle.
In China, line dancing has become one of the most popular modes of exercise and is gaining increasing interest among middle-aged and older people, who are the core target audience of cooking oil.
Held on 21 May and led by Havas Sports and Entertainment (HSE), the global brand engagement network of Havas, the line dance campaign was carried out simultaneously in six cities – Beijing, Shanghai, Guangzhou, Chengdu, Shenyang and Xi'an – garnering participation from 31,697 people and ultimately setting a new world record.
The line dance campaign included a special choreography by line dancing and fitness star Wang Guangcheng, as well as three exclusive songs created by HSE that incorporated Mighty's brand elements.
“Based on their in-depth insight of the market and its consumers, Havas has introduced a completely new and exciting way of communicating. We are greatly impressed by their creative concept and execution capability and we believe that with the help of Havas, we are able to exponentially improve Mighty’s brand image and strengthen its brand associations,” said Jean Lin, national marketing manager of Mighty.