In China, constipation has an incidence rate of 15%. 83% of them suffer at least once every 2-3 months, 73% at least once monthly and 47% at least once weekly. Current in China, constipation retail market sales is 2 billion RMB with 12% growth in 2011. However the market potential is huge. Currently, west medicine only accounts for 3% of market share ,with Healthy food and TCM (traditional Chinese Medicine) category together accounting for 78%, and enema for 19%. The only opportunity is to highlight the benefit of efficacy.

The cartoon execution transferred the serious problem setting to a humorous and easy-to-understand scenario, which is well accepted by our targeted audiences. The nervousness & suffering feeling was demoed by excrements which solved the legal restrictions on efficacy demonstration.

After the print campaign launch, the brand awareness increased from almost zero to 21% amongst our target audiences. Consumer quantitative research validated that 95% of consumers understand the idea and enjoyment/uniqueness rate achieved 91% and persuasion and purchase intent rate increased 57%.

Client’s sales report shows the sales volume boosted by around 32% right after the print campaign launched 2 months later. Both client and agency believe the success will continue in terms of the next rounds of media bursts happened during the year.