Breaking the Ice with Bye-Bye Fever: How Digital Media and Retail Channels Join Forces to Captivate Consumers’ Hearts
Hisamitsu Vietnam is a branch of the Japanese pharmaceutical group Hisamitsu Pharmaceutical Co., Inc., established to provide high-quality healthcare products to Vietnamese consumers. With the mission of improving health and quality of life for the Vietnamese people, Hisamitsu Vietnam continuously researches and develops advanced healthcare solutions to meet the increasingly diverse needs of customers.
One of Hisamitsu Vietnam’s prominent brands is Bye-Bye Fever — a cooling gel sheet designed to reduce fever for both children and adults. Since its introduction to Vietnamese consumers in 2017, Bye-Bye Fever has not only effectively helped lower body temperature but also brought a cooling and comfortable sensation, making users feel more at ease during use.
Challenges
Hisamitsu Vietnam faces the challenge of transforming its communication approach to increase user engagement with its healthcare product brands on new social media platforms. How can the Bye-Bye Fever brand not only capture attention but also demonstrate its superior benefits to a more diverse customer base amidst fierce market competition? The bigger picture is how to effectively leverage the power of traditional retail channels in combination with digital communication to optimize brand recognition and encourage consumer purchasing behavior?
Implementation Scope
The campaign “Conquer the Ice Peak, Beat the Fever with Bye-Bye Fever Penguin” will be carried out in October and November of this year, utilizing multi-channel communication strengths alongside engaging interactive activities to attract users to explore Hisamitsu’s flagship products and brand.
“Endless Jump” Gameplay:
Inspired by the penguin character and the cool, fever-reducing effects that Bye-Bye Fever brings to customers, this game allows players to move the character through increasingly higher ice layers with each jump. Players must avoid thin ice layers and falling off, which results in the end of the game.
Simplified Participation Process:
Leveraging in-store technology, the game is integrated with the automated receipt system. With each purchase containing a Bye-Bye Fever product, the system automatically provides the buyer with a QR code and game participation code for them to experience the game on the Zalo Mini App. Customers can easily try the game on their own devices without spending much time.
Flexible Reward Mechanism:
Participants have the chance to win a variety of prizes, such as phone cards or large Bye-Bye Fever Penguin plush toys. For phone card rewards, players just need to grant permission for the Zalo Mini App to access the phone number for prize delivery, and the balance will be directly added to the prepaid mobile account.
Results
- Increased Customer Conversion: Bye-Bye Fever's Gamification activities quickly attracted customers at Pharmacity pharmacies and other distributors in three major cities in Vietnam.
- Enhanced Brand Awareness: Through the Gamification activities, the brand gained wider recognition thanks to the product’s effectiveness, creating a strong impression in the minds of consumers.
- Competitive Advantage: This activity provided a significant competitive edge for the product line on pharmacy shelves due to its creative approach, supporting sales during the product’s peak season.
- Future Communication Momentum: This activity set a good precedent for Hisamitsu and other pharmaceutical brands to “experiment” with applying Gamification in future product communication campaigns.
