Placing Baoji in every journey home and around every reunion table.把一粒保济丸，放进每一段回家路、每一桌团圆饭。
A reunion-protection system connecting public-interest action, creative content, transport occasions, pharmacy retail, and partner collaboration.公益负责建立情感正当性，场景负责完成产品理解，让医药品牌在春节被自然地需要。
CASE 05案例 05
Company project materials; public release is subject to client authorization and verification of campaign delivery and results.公开案例材料在册
Company project materials; public release is subject to client authorization and verification of campaign delivery and results. Images and client identifiers are used only within the applicable project-rights boundary.公开案例材料在册。图像及客户识别仅在项目权益边界内用于能力说明。
Case anatomy案例解剖
Look beyond what was made. See why each decision was made.不只看做了什么，更看为什么这样做。
01
The real challenge真问题
Spring Festival is an intensely competitive marketing period, and a healthcare brand must balance seasonal warmth, compliant product communication, and credible use occasions. A public-interest story alone could leave the product absent; functional promotion alone could make a meaningful family moment feel transactional.医药品牌需要在规范边界内建立有用的春节沟通，同时避免功能说教、健康焦虑与节日情绪脱节。
02
The decisive insight关键洞察
Public interest and product relevance did not need separate strategies. 'Protecting reunion' could unite them: public action helps more people complete the journey home, while product content supports families enjoying the reunion meal with greater peace of mind.返乡路上的肠胃不适，与路途、疲惫和家人关怀连在一起。真实关心比放大焦虑更能进入春节语境。
03
The core idea核心创意
Build a 'Double Protection for Reunion' campaign around the two moments where the brand's role was most natural—the Spring Festival travel rush and the family table—then connect those moments through content, transit settings, retail, and partners.百家团圆计划 × 千店团圆守护站 × 万份安心礼赠。
Integrated action整合行动
Integrated action整合行动
Every action has a role, and every role advances the same brand outcome.每个动作都有角色，共同推动同一个品牌结果。
01
以返乡路与团圆饭建立产品与春节的双场景关联。
02
以公益入口连接交通枢纽、社会资源、媒体内容与零售门店。
03
用“百千万”的行动结构，把节日关怀变成可执行、可追踪的现场。
01
Framed public-interest support for the journey home and product relevance at the reunion meal under one shared value.
02
Connected creative content with high-frequency Spring Festival travel and dining occasions.
03
Coordinated transport settings, pharmacy retail touchpoints, and cross-brand partners around the same campaign idea.
04
Kept seasonal warmth and product communication in balance throughout the customer journey.
Work in view项目画面
See how the idea entered content, experience and the market.看创意如何进入内容、体验与真实市场。
Selected from the corresponding project deck and source files. Each frame belongs to this case—not a generic stock-image library.画面均选自本案例对应的项目底稿与源文件，不使用与项目无关的通用图库占位。
01Project view项目实景 / 作品画面
02Project view项目实景 / 作品画面
Results & evidence结果与证据
State the results clearly—and the evidence boundary with equal clarity.结果分层说清，证据边界也一起说清。
01
产品功能不再被生硬解释，而是进入返乡与团圆的真实需要。
02
公益、内容、枢纽、媒体与终端被组织为同一春节行动。
01
Company materials record public-interest action, creative content, transport settings, pharmacy retail, and partner collaboration as one reunion-protection system.
02
Any reach, footfall, engagement, or sales results require authorization and source-level verification before publication.
What this proves它证明什么
Why this case matters案例价值
The recorded delivery integrates brand warmth and product use across two specific Spring Festival occasions instead of treating public interest and retail as separate campaigns.明通能平衡医药合规、公共议题、情绪创意与终端执行，让一个产品自然进入重要节日。
Transformed a single celebrity endorsement into an integrated campaign that connected brand perception with on-site consumer experiences.把一次明星代言，组织成一场从品牌心智到市场现场的快乐整合战役。
Using mothers' care as the emotional entry point, Meantime linked three products, campaign film, city media, tastings, retail, and subscriptions.以一声“妈”为情绪入口，把三款产品、品牌 TVC、城市媒介、场景试饮与订单承接连成一条路径。
One relationship word—partnership—connected Guangzhou's history, industrial opportunity, and invitation to the world.城市与企业合伙，产业与人才合伙，政府与市民合伙；广州的开放从性格变成面向未来的邀请。
