Mars HK and singer YanTing promote Eclipseplus with the power of music

Mars Hong Kong has unveiled a new campaign to promote its new Eclipseplus, a product designed to deliver a soothing and comforting experience with its newly introduced ingredients. 

Themed, “一粒順返曬 唱出耀眼Sing火”, the campaign is done in collaboration with EssenceMediacom, goat, and b-side creative agency.  

The campaign aims to forge a meaningful connection with consumers by showcasing both the emotional and functional benefits of Eclipseplus through the power of music. A key element of the campaign is the announcement of popular artist YanTing Chau as the Eclipseplus brand ambassador. 

To kick off the campaign, a social video featuring Chau has been released, demonstrating the product's soothing benefits through a specially designed social singing challenge. This interactive challenge encourages audience engagement and creates social buzz, offering participants the chance to win exclusive prizes from Chau.  

The functional benefits of Eclipseplus are integrated into the game, ensuring that consumers understand the product's value while having fun. 

Chau's presence extends beyond the digital realm, with prominent placement at points of sale. Exclusive YanTing collectibles are offered upon purchase and as prizes for winning the singing challenge, further incentivising consumer participation. 

To amplify the campaign's reach and excitement, Eclipseplus Hong Kong has also partnered with a diverse range of celebrities and influencers known for their vocal talents, including Serrini, Mic, Val, and Cheronna, along with numerous micro-influencers, all participating in the singing challenge. 

The campaign will culminate in April with a mega event, Uni-Fest featuring headline performances by Chau, local bands such as Kolor, and Tonick. 

“I am very proud that HK Eclipseplus has launched it’s ‘Voice Care’ campaign with local, famous singer, Chau, to continue cultivating its ‘soothe & comfort’ benefit with SINGING moment to GEN Z & Millennial consumers. With great collaboration among HK EssenceMediacom, goat HK, activation agency and HK MARS team, we truly created the through-the-line synergy and consistency for a powerful communication to strengthen Eclipse®plus ‘Voice Care” brand proposition with local relevancy," said Teresa Chen, CBU brand activation lead, TWHK GMFC, Mars.

"We're proud to have partnered with MARS Hong Kong on the Eclipse®plus launch campaign. Working closely with b-side creative agency, we have combined influencer partnerships, the power of YanTing with creative social activation. Seeing the campaign resonate so strongly with Gen Z and Millennials and successfully drive significant social buzz and engagement was a fantastic result for the team," said Augustin Chan , director, Goat, GroupM Goat. 

MARKETING-INTERACTIVE has reached out to Mars for more information.

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