54858951
The White Rabbit
The White Rabbit is a well-known brand. It is known by nearly everyone in Hong Kong. This brand, on the other hand, appears to be out of date and has insufficient marketing materials. As a result, the White Rabbit's package and logo must be redesigned. A rebranding campaign with the phrase "Share the Big Happiness" will also be necessary.
Objectives
• Rejuvenate the product image.
• Make people recall such a good snacks of their childhood.
• Awareness-make noise for the product.
Target Audience
Demographics: 20-35 years old
Logo
Concept & Rationale
The main concept: Accompanying
Design Rationale:
Include iconic features of the original brand logo
Colour of blue & red
Lines
Two rabbits represent the message of “accompany”
Package
Concept & Rationale
Refer to the package design of “HI-CHEW’ (Japanese fruit candy)
Handy and convenient to take out anywhere
Total: 7 different design
Use “rabbit mouth” to express your feelings today
Put them in front of your mouth to take a selfie/photo
People may want to collects all versions
Beneficial on further campaigns creation
Campaign
Theme: Accompany
Tagline: 擁有快樂擁抱你
You feel happy since the White Rabbit will always stay with you.
Stay with the people around you and share the happiness with them
Strategy
Phase 1: Awareness
Raise awareness on the new logo and package of the White Rabbit.
Phase 2: Engagement
Build up new image and increase the positive feeling on the White Rabbit.
Phase 3: Loyalty
Maintain and repeat buying on the White Rabbit candy.
Execution 1
Awareness
3D DOOH
Promote the new package of the White Rabbit for the general public, esp. young people
There are no 3D OOH in Hong Kong and it is quite new for the Hong Kong people
Grab their attention
Idea: “Re-packaging”
Execution: Separate the design elements in the old version package, and add up different elements->group for the new package)
Message: New package is more convenient and people can bring them in anytime and anywhere
Instagram Campaign
Show your face with the White Rabbit (晒出你的大白兔表情）
Make use of the Instagram story function (Is your turn輪到你了）.
Enhance the awareness on the new package among the target audience.
Target audience can show their feeling through the package of the White Rabbit to their friends.
People who joined can join the lucky draw (attract people to purchase)
Special counter
Set up a special counter in different supermarkets
Raise the awareness on the White Rabbit’s new logo and package
Easy to buy in anytime and anywhere
Execution 2
Engagement
Hug the Rabbit Challenge
Instagram Filter:
For two people only
In 15 seconds, screenshot the rabbit in the right place with your friends
The first person needs to screenshot the left rabbit accurately, so that he/she can send the challenge to invite their friends to play together
After the second person accept the challenge, he/she also need to screenshot the right rabbit accurately
Therefore, two completed rabbits will be captured
*** Invite KOL/Youtubers to play this challenge and post it on Instagram. Also, they can invite others to play this challenge (tag @)
HugTheRabbit challenge promotion
For promoting “HugTheRabbitChallenge”
Promote it together with a message of ”Hug me if you can “
Same design with the “HugTheRabbitChallenge”
Story Corner
Share different people’s stories through Instagram platform
Invite people to share their stories with us (投稿）
People who share their story can get the chance to join the DIY workshop with KOLs
The stories we collected will be used for the pop-up store-museum part
White Rabbit Trivia
Post different funny trivia related to White Rabbit on the social media
Encourage the target audience to repost it and share to their friends
Increase the positive feeling on the White Rabbit
Execution 3
Loyalty
New “White Rabbit” Pop-up Store
For promoting the souvenirs on the “white rabbit”, including new package design of “white rabbit”, towels and bowls,etc
Making noise about the new product and the brand
Souvenirs and promotions are excellent incentives for attracting the target audience's (repeat) purchases.
There will be a DIY workshop and a small museum in the pop-up store
