Royal Medic expands consumer base with campaign featuring Hins Cheung

Royal Medic Hong Kong (御藥堂) has launched an integrated campaign with a refreshed brand identity to appeal to younger consumers, upon the launch of its first NMN supplement, Royal Media NMN Prime 21000. 

Done with collaboration with local creative agency The Bread Digital, the two-year long campaign has chosen to collaborate with local singer Hins Cheung, also known as "Uncle Hins" (軒公), due to his unyielding pursuit of breakthroughs and growth at work and on a personal level. His energy and youthfulness have revitalised the brand’s image while echoing the core benefits of “Royal Medic NMN Prime 21000”.

The idea behind the campaign came from the brand’s effort in revolutionising age-restrictive norms as the general perception is that NMN products are usually for ages 40 or above. To diversify Royal Medic's customer base, the agency has adopted a new tone and manner, to speak to a new generation of potential users, reminding them to take better care of themselves.

The campaign fused strong marketing messages with Cheung, which drew parallels between "Uncle Hins” and “Youthful Hins”, and crafted a candid script that touched on Cheung’s journey of ageing. To maximise the influence of the campaign, the agency has collaborated with Cheung and his production team, H Crew, to amplify their content on various social platforms. 

The campaign also came with the tagline “Transforming Uncle Hins into Youthful Hins” (軒公都變返軒仔), which is a powerful message for its social relevance and resonance among daily consumers, who call Cheung “Uncle Hins”. 

Moreover, the message highlighted the intrinsic product benefits of Royal Medic's NMN supplement – anti-ageing and rejuvenating – and brought the brand closer to potential customers with a refreshed image. 

In the commercial, Cheung is evidently bothered by his first strand of white hair, designed by the team through CGI, and goes on to remind viewers to take care of themselves and fight the first signs of ageing, such as spotting their first white hair.

To further amplify the campaign, out-of-home media placements are seen at bus stop shelters, tram and bus bodies, as well as MTR stations.

Riding on Cheung's popular online variety show, "軒公敲碗" (Uncle Hins Special), Royal Medic also produced "軒仔敲碗" (Youthful Hins Special) to draw more attention. 

To maximise the social effect of the campaign, Royal Medic also invited Cheung’sH Crew to come together for the first time in "軒仔敲碗'' to attract more eyeballs. Through the game show, the benefits of "Royal Medic NMN Prime 21000" have been organically woven into its content and introduced to the viewers in a soft and engaging manner. 

A spokesperson from Royal Medic told MARKETING-INTERACTIVE that the campaign targeted males and females who were over 30 years old and are at the working level. 

In terms of communications strategies, the spokesperson said the campaign utilised both traditional and new communication channels to reach a broader audience. It has utilised different scenarios to resonate with target audience and extend the target group.

Additionally, the campaign has leveraged Cheung’s social power by co-createing the idea with him and launch various content for social to reach new consumers.

Sally Wong, marketing director of Royal Medic, said Royal Medic worked with Cheung last year to create a new brand narrative. “This year, it has teamed up with Cheung again to revitalise its brand voice and connect with its customers through the Royal Medic NMN Prime 21000 campaign. Sailing forward, they will continue their innovative, modern and elegant approach to promoting traditional Chinese medicine and health supplements,” she added.

Tony Tsang, group creative director, and Natalie Leung, associate creative director, The Bread Digital, said: "The NMN market is a cut-throat market, so to stand out, we needed to create a huge domino effect with Cheung. This time, we've adopted Cheung's nickname "Uncle Hins" to strike a chord with the public and connect with them more personally. The slogan, '軒公都返變軒仔', is a gentle approach to selling an anti-ageing product while creating online buzz.”

Meanwhile, Elodie Wan, associate account director, and Jessica Wong, account manager, at The Bread Digital, said: "We've seized the opportunity to leverage Cheung’s social currency and platform beyond TV commercials by creating a captivating social video. We effectively engaged a broader audience through branded content and an entertaining angle, generating ample social currency and sparking lively discussions."

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