Noah HK | Stand Up Campaign (企硬真男人)

Art Direction | Content Planning | KOL management | Print

Noah is an online men's health platform that provides confidential treatment and delivery for ED, PE, Hair Loss and Weight Loss medications.
www.ofnoah.hk
Under the whole year company theme “Real Man“, the StandUp campaign marked Noah HK's inaugural O2O initiative. Despite the brand's year-and-a-half presence in Hong Kong, we had not undertaken any large-scale campaigns until this strategic move in our marketing plan.
Informed by a year's worth of user data, a notable trend emerged: a pervasive desire among men to cultivate a tough and masculinised image in public, often leading to a reluctance to show vulnerability. This inclination, while fostering a strong exterior, can impede timely diagnosis, particularly in the realm of men's health issues.
The StandUp campaign aimed not only to empower men to "stand up" but also to convey that seeking help when needed is an expression of strength in itself.
Teaser Stage
We initiated the campaign with a series of four countdown posts and one UGC (User-Generated Content) giveaway announcement. During this phase, we delved into defining the essence of a "real man" and explored strategies for standing up in various aspects of life.
On-Going Stage
Digitally, we collaborated with KOL Rock Gor to produce a street challenge focused on the continuous act of standing up within a designated circle, marking the commencement of the on-going stage. Subsequently, we seamlessly integrated UGC content to subtly highlight our products. In the physical realm, we strategically planned and executed bus stickers on specified routes. Equipped with a QR code, these stickers provided convenient access to our mini-site, offering users a seamless browsing experience for campaign-related information.
Wrap-Up Stage
As the campaign reached its conclusion, we announced a final promotional feed on our social platforms, serving as the last call for engagement and participation.
Given the bold theme of "standup," we opted for a visually striking representation featuring a pair of muscular men's legs standing. This choice added distinctiveness to the visual and seamlessly complemented the campaign's messaging.

Visual at the very beginning…

Upon receiving the initial brief, the concept of placing a lady between the legs crossed my mind. However, upon careful consideration, it was deemed too explicit for public consumption. Consequently, we retained the legs concept while toning down the sexual undertones, ensuring the imagery remained bold enough to convey the empowering essence of strong men in a more refined and universally acceptable manner.

Final Key Visual

We developed 3 version of the key visual, using different types of trousers to represent men in various type.

Social Media Content |

We initiated the campaign with a series of four countdown posts and one UGC (User-Generated Content) giveaway announcement. During this phase, we delved into defining the essence of a "real man" and explored strategies for standing up in various aspects of life.