MY FM World Friendship Day with Systema
Systema toothbrushes was looking for a unique way to engage with the young Chinese market. MY fm connected Systema toothbrushes to smiles; and from smiles they thought of smiling at friends. And from there, MY jumped to selfies with smiling friends in celebration of World Friendship Day. It began with a morning chat on the MY Breakfast show talking about friendship. And by the end of the campaign, MY FM collected over 1000 pictures of smiling friends carrying the #mysystemafriend.