Hong Kong – MARS Hong Kong has partnered with EssenceMediacom, goat, and b-side creative agency to launch ‘Eclipse plus’ with a dynamic campaign featuring YanTing Chau, showcasing its soothing benefits through music.
‘Eclipse plus’ introduces new ingredients aimed at providing a soothing and comforting experience. The campaign highlights both the product’s functional and emotional aspects through music, featuring popular artist YanTing Chau as its brand ambassador.
Supported by the advertising campaign “一粒順返曬 唱出耀眼Sing火 (One Lozenge, Smooth Relief—Sing with Brilliance),” a collaboration between EssenceMediacom, goat, and b-side creative agency, the launch began with a social video featuring YT (YanTing) showcasing the product’s soothing benefits through a social singing challenge.
This interactive challenge encourages audience participation and generates social buzz, offering participants a chance to win exclusive prizes from YT (YanTing). The game also integrates the functional benefits of Eclipse®plus, ensuring consumers engage with the product while having fun.
YT (YanTing) is also featured beyond digital platforms, with in-store placements and exclusive collectibles available through purchases or as prizes in the singing challenge.
Teresa Chen, CBU brand activation lead – TWHK GMFC at MARS, said, “I am very proud that HK Eclipse®plus has launched its ‘Voice Care’ campaign with local, famous singer YANTING to continue cultivating its ‘soothe & comfort’ benefit with SINGING moments to Gen Z & Millennial consumers.”
Chen added, “With great collaboration among HK EssenceMediacom, goat HK, activation agency and HK MARS team, we truly created the through-the-line synergy and consistency for a powerful communication to strengthen Eclipse®plus ‘Voice Care” brand proposition with local relevancy.”
To expand the campaign’s reach, Eclipse plus Hong Kong has collaborated with a range of celebrities and influencers known for their vocal talents, including Serrini, Mic, Val, and Cheronna, alongside several micro-influencers, all taking part in the challenge.
The campaign will conclude in April with Uni-Fest, an event featuring performances by YT (YanTing), Kolor, and Tonick.
“We’re proud to have partnered with MARS Hong Kong on the Eclipse®plus launch campaign. Working closely with b-side creative agency, we have combined influencer partnerships, the power of YanTing with creative social activation. Seeing the campaign resonate so strongly with Gen Z and Millennials and successfully drive significant social buzz and engagement was a fantastic result for the team,” Augustin Chan, director of Goat at GroupM Goat, commented.