22/07/2024
如何憑廣告鞏固皇者地位？How can an advertisement solidify its regal status?
市面上充斥著大量靈芝孢子產品，但其實真正五色靈芝與靈芝孢子的功效是大有不同，故此客戶希望藉此機會向大眾灌輸五色靈芝的健康效益及價值。
維特健靈的靈芝原產地是來自中國國家級森林，而新一輯廣告代言人是為人熟悉的星級及旅遊主持一一陳貝兒。經分析後，Ztory最後定立了創作方向，以「健康・無價之旅」為主題，以旅遊紀錄片形式拍攝一系列廣告。
靈芝是罕有的原材料，需在極端環境及條件下生長，而維特健靈憑著30年專業鑽研靈芝嘅經驗，才能掌握到挑選優質靈芝的秘訣。為突顯維特健靈於市場上「唯一」與「第一」的價值，團隊特意前往五色靈芝的原產地一一廣西岑王老山，進行為期3天的實地拍攝，將宏偉的原產地景觀、以致挑選靈芝、檢測及提煉技術等等一一呈現於影片中。是次廣告策劃有別於一般保健品的拍攝手法，其獨特性是競爭者難以仿效，藉此鞏固品牌於市場上的獨特地位。
Ztory期望透過「健康・無價之旅」一系列影片，有助客戶鞏固其「唯一」及「第一」的市場地位，昇華其品牌形象。除此之外，亦可讓大眾深入了解五色靈芝的健康效益及真正價值，激發消費者對產品的興趣和關注，從而作出明智的購買選擇。
Recognizing the proliferation of Lingzhi spores products in the market, the client aimed to educate the public about the distinct health benefits and value of genuine 'Natural and Wild Lingzhi'.
Vita Green sources its Lingzhi from China’s national-level forests, and their new TVC campaign featured a familiar celebrity and travel host, Janis Chan, as the spokesperson. After thorough analysis, Ztory settled on the theme 'Health: An Invaluable Journey'. Opted for a documentary-style approach, capturing the essence of a health-focused travelogue in a series of advertisements.
Lingzhi, being a rare raw material, thrives under extreme environments and conditions. Vita Green’s 30 years of expertise in Lingzhi research allowed them to master the art of selecting high-quality Lingzhi. To underscore the brand’s 'unique' and 'first' value proposition in the market, the team embarked on a 3-day location shoot at the original habitat of Five-Color Lingzhi—the Cenwanglao Mountain in Guangxi. The resulting footage showcased the majestic natural landscape, Lingzhi selection process, testing, and extraction techniques. This unconventional approach set the TVC campaign apart, making it difficult for competitors to replicate and reinforcing the brand’s distinct market position.
Ztory hopes that the 'Health: An Invaluable Journey' series will not only reinforce Vita Green’s 'unique' and 'market-leading' position but also deepen public understanding of the health benefits and true value of Five-Color Lingzhi, hopes it can aspire to inspire informed purchasing decisions among consumers.
Client：維特健靈 Vita Green
Artist：Janis Chan 陳貝兒
Director：Anthony Yip @ Bleu Arc Media Ltd.
Production House：Bleu Arc Media Ltd.
#維特健靈 #純天然五色靈芝 #健康無價之旅 #健康活力返哂嚟
#陳貝兒
