Rejoice! Hong Kong's Keeping Love Alive
It's a sign of the times.
With unprecedented social and economic growth in China, comes an alarming divorce rate, and LB Hong Kong has tapped into that behavioral insight with a new online video for P&G's hair brand Rejoice.
Directed by film veteran David Tsui, the video guides viewers through milestones of a young couple's relationship and impending divorce. With over 40 million views in just four weeks, the video ends the "Smooth Heart Touching Moments" digital campaign on a high note.
Terence Lam, P&G Greater China Haircare Marketing General Manager said of the work: "We believe that no matter how complicated relationships can be, there's always a way to smooth things up. As a brand devoted to smoothness and love, this is a position worth taking, having a strong point of view on this cultural phenomenon."
Marked with the hashtag #ibelieveinloveagain, the greater campaign invited people to share and geo-tag special moments in their relationships to celebrate love. Trivia, info graphics and a key influencer strategy also kept conversation going. The campaign attracted 8.5 million participants with two million moments of love shared and 17 million online interactions to-date.
Lisa Ip, Regional Brand Director for Rejoice Greater China at Leo Burnett Hong Kong said, "This is a big step forward for us in our pursuit to become a truly iconic brand, loved by people."
Watch the film here, with English translation below:
_Opening scene: The husband hands the wife the divorce papers that already has his signature. With tears streaming down her face, the wife says she will agree to sign the papers with one condition. For the remaining days of the month, she requests a hug a day from her husband. The husband reluctantly agrees and carries his things out of the apartment.
Wife: Do you still remember that this is the place where you proposed to me? You went on one knee and gave me this (ring). You said you want to be with me forever. Hug me.
Husband: I am sorry.
Wife: This is where you said you love me.
Husband: Sorry, sorry I am late! Eh, we have been here before right?
Wife: Do you really remember? This is where you first kissed me.
Wife: I have signed the papers.
Husband: Can I hug you tomorrow?
Love, that you can't bear to let go of. Last year, there are over 300,000 divorce cases. More than 10,000 pairs decided to reconcile at the end: #Ibelieveinloveagain.