Mengniu Dairy Viral College Entrance Exam Campaign
As China’s national college entrance examination (Gaokao高考) quickly approaches on July 7 and 8, Mengniu Diary(蒙牛) has launched a fun and interactive campaign that plays off of the well-known cultural habit that before every year’s national examination day, students and teachers will guess what questions will appear on this year’s exam.
Mengniu joined in this tradition, sharing the questions it guesses will be on the exam on its milk box packaging, giving the campaign a powerful slogan, “蒙什么都牛，做什么都对”, which means whatever you guess will be on the test paper.
Along with the special packaging, Mengniu created a video called “后题” featuring its mascot Niumengmeng (牛蒙蒙). The video is a spoof of a viral inspirational video Bilibili produced earlier this year about China’s younger generations called “后浪”. So Mengniu is also leveraging that hot topic to grab even more attention.
Key elements of this campaign:
- It is showing support and encouragement for students taking the national exam.
- The slogan “蒙什么都牛，做什么都对” is very catchy and incorporates the two characters “蒙” and “牛” that make up Mengniu’s Chinese name.
- Printing questions that might appear on the exam’s paper is interactive. It’s like opening gift, consumers don’t know what question they will get and it makes test prep (somewhat) fun.
Based off the success of this year’s campaign, some have suggested Mengniu should do this on a yearly basis, so it becomes a tradition, part of consumers’ Gaokao memories.
Read more: 蒙牛蹭了一下B站
