Sanitary products exit handbags + get into the digital age with selfie app from JWT Shanghai
Leveraging the insight that periods, while a pain, also bring women together, JWT Shanghai has created an augmented reality app that combines Chinese consumers’ love of technology, cute characters and selfies into a new brand platform for Unicharm’s Sofy “Pocket Magic” sanitary pads.
The campaign aims to help Sofy connect with 18-24 year old Chinese women and position “Pocket Magic”, a new slim, pocket-sized sanitary pad that comes in fun, colorful packaging, as a fashionable and innovative brand.
Chinese consumers who purchase “Pocket Magic” can use the app to scan the product, and unlock a set of interactive animations of Sofy’s cute and mischievous mascots, Su and Fei. The characters pop up in surprising ways to enhance your selfies, which can be shared with friends on Weibo or WeChat. Women can also use the calendar tool to set up reminders on their menstruation cycle, so they’re never caught without a pad again.
Sofy’s augmented reality app has turned sanitary pads, something most women hide in the handbags, into a source of entertainment and conversation.
Credits – Creatives: Xiao Bao Sun, Amber Qian, Doris Du, Konige Wang, Ruru Tang, April Han. Accounts: Takashi Aoki, Joanna Zhao, Ray Zhu, Elena Xu. Planning: Brian Ng, Tracy Song,Davy Chau. Production: Eric Yu. Production House: Archiive.