THINKING
Maxim's mooncake has been the market leader for over 17 years. In the past, there were traditional mooncake campaign, snowy mooncake campaign and custard mooncake campaign. In 2015, we employed a rather different approach for the brand. This year we put all three campaign together as one. We thought that Maxim's deserves the voice of a market leader. We wanted to own the high ground and made bigger noise by focusing on the brand instead of products. To make it more engaging and relevant, we also collaborated with Turn Plus to create a series of social campaign to generate top of mind awareness during Moon festival.
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