From invisible to unforgettable
Challenge
Shan'shi, Austria's market leader in the Asian food category, had a problem: almost everyone knew the red and black Asian brand from the supermarket, but no one really knew what it was called.
Our challenge was therefore to anchor the name Shan'shi in the minds of the target group through top-of-mind communication and position the brand as the first choice for authentic Asian cuisine.
Authenticity above all else
Solution
The strategic solution quickly became clear to us: if Shan'shi brings genuine, authentic Asian products to Austria, then we will bring genuine, authentic Asian communication to us. And that is loud. Top-of-mind, in other words!
Starting with a moving image extravaganza directed by André Maat, a pioneer in Asian culture, which was every bit as striking, bizarre and original as its Asian counterparts, we launched a brand relaunch that did justice to the self-confidence of a market leader.
A song composed especially for the occasion, combining elements of K-pop, Sailor Moon techno and happy hardcore, transported the brand name and claim into people's heads with its catchy tune.
Our declaration of love for the Far Eastern advertising world was also evident in out-of-home, print, at the point of sale and on the radio: from shrill vocals and manga-inspired design elements to typical blocky typography and specially illustrated Shan'shibi animals, none of the typical codes were left unused.
‘When you have a courageous client, a strong concept and an uncompromising approach to implementation, the best work comes out – and ultimately the best figures too, as you can see from the results of this campaign.’
Creative Director
Wien Nord Serviceplan
Key Takeaways
#1
Eine kreative Idee verkauft mehr als jede Reklame.
#2
Authenticity is the key to reaching your target audience.
#3
Courage is the path to substantial sales growth.
