Fish Leong Stars in Uni-President Group and Draftfcb Campaign for Yin Yang Si Ji

Beijing :China’s giant Uni-President Group and Draftfcb have launched a major interactive and direct campaign for soft drink brand Yin Yang Si Ji, starring singing sensation Fish Leong who tells a true story about a major personal loss in her career.

It is Draftfcb’s latest work for Uni-President, which began operating in the China in 1992 and has become one of the country’s leading beverage and instant noodle manufacturers. The company’s principal beverage products are its range of teas and juice drinks. Yin Yang Si Ji translates to mean Four Seasons.

Central to the new Draftfcb campaign are two seven-minute micro-movies, starring Fish Leong, about how important it is for people to tell that they love someone. The compelling stories in the microfilms end with a link to Yin Yang Si Ji website where people can send a message to a loved one and the person who receives the message also gets a free product sample. The campaign’s target markets are students and white collar workers age 20-35.

The first microfilm tells the story of a young girl who wants to become a great singer. Her father becomes her coach and number one fan. Her promise to her father is that when she is famous her father would be in the front row to see her perform. When that moment finally arrives an empty seat shows that her father did not make it to the concert. The film in fact is a true story of Fish Leong‘s career and loss of her father.

In the second film Fish Leong plays a wife whose husband loses his job, but is too proud to tell her about his situation. He takes on tough, part-time work but one night working as a taxi driver he is assaulted and Fish Leong’s character finds him. Their conversation and reactions are highly emotional as the film finishes with the link to the Yin Yang Si Ji site.

Draftfcb is using extensive point of sale media to promote the campaign in-store, as well as online media including blogger outreach to bring people to the micro sites.

Fish Leong is well-known across China as the “Queen” of love songs in the Chinese-speaking world”. She has sold in excess of 17 million albums and her accolades include “Best Female Singer of Chinese Songs Worldwide”.

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