Nutox: Let Youth Bloom

CHALLENGE

In conjunction with Chinese New Year (CNY), Nutox was keen on tapping into the festivities to stay relevant. Following the success of last year’s CNY campaign, the brand was looking to further increase awareness on its anti-ageing product range by creating talkability and engaging with consumers.

STRATEGY

CNY is synonymous with prosperity and early spring blooms, while Nutox champions ‘Staying Young’. We combined the essence of both the festival and the brand to create a digital gamification campaign which involved rolling dices – a common sight during the festive gatherings.

Execution

We conceptualised the ‘Let Youth Bloom’, a web-based board game hosted on a dedicated mobile-first microsite. Users get to roll the digitised ‘dice of youth’ for different surprises every day, for a month leading up to CNY. These included zodiac forecasts, exclusive voucher codes, or Nutox anti-ageing products.

To drive awareness and participation, we collaborated with youthful and trendy influencers Gladish, Leng Leng, Elaine Ng, Christal Foo, as well as leading online lifestyle magazine Goody25.