|
|
 China
3.0 - Navigating a Complex, Contrasting and Connected Chinese landscape by Dick
van Motman, CEO & President DDB Greater China Group
Dick
van Motman, CEO and President of DDB Greater China Group was the first to open
as keynote speaker at the Berlin School of Creative Leadership Executive MBA
Asian Module. The Asian module spans over two weeks, the first week in Shanghai
and another week in Tokyo. The module covers main guiding themes of
cross-cultural leadership and management, innovation, entrepreneurship, the
management of creativity in China as well as the current state and best
practices of creative industries in Asia. Dick and 3 other senior level
communication industry leaders were among the leading practitioners invited to
share their insights, experiences and leadership on the creative landscape of
China.
"Dick
delivered a fantastic presentation to open our 2012 Executive MBA Asia module.
With 'China 3.0', he struck exactly the right balance between deep
knowledge about the Chinese market and society and illuminating practical
experiences of building an organization there committed to creative excellence.
The program participants were thoroughly engaged and stimulated by the
insights and perspectives that Dick shared so passionately and generously.
We're very grateful for his time and contribution to the program." --
David Slocum, Professor Faculty Director of Executive MBA Program Berlin School
of Creative Leadership
Participants
of the program consist of senior C-suite executives of marketing and
communications companies around the world, including Grey, McCann, DDB, BBDO,
TBWA and IGA.
Below is the topic and summary of
Dick's presentation.
China
3.0
The Chinese people have come a
long way. This story has no end; only the anticipation of the next
chapter. It is a country with a history that goes back thousands of years.
Modern China turned 90 last year. And it has only been 40 years since it
first re-opened its doors to the West. China 3.0 explores the chapters on how
she is transforming herself in the past and now in the present. In a uniquely
China digital landscape, the story of how she embraces her brave new world that
is increasingly complex, contrasting and connected continues...
DDB China Group has launched an integrated campaign entitled Philips „Wo Xing我型,‟ starting with the release of a movie trailer TVC that features celebrity Godfrey Gao.
Philips China breaks away from the usual style of advertising in the male grooming and shaving category, and takes viewers on a technologically advanced sci-fi like adventure using 3D effects.
The campaign‟s name and tagline „Wo Xing(我型)‟ means „I can do it‟, or „I can do it with style‟ and turns everyday mundane or routine shaving into celebrating men‟s grooming with style, confidence and attitude.
"The campaign aims to embrace and show how the confidence of a man can be further sharpened when he is literally well groomed to face and conquer challenges in an exciting sci-fi like adventure, said Mr. Boon Lai, VP of Philips, Area Marketing Officer Greater China.
"Men who rise up to challenges with their best looks - not just physical but a mental attitude is definitely a real charm and with substance. We are breaking away from the category conventions but tapping into Chinese men‟s insight to appeal to their emotions that involves them rather than just being functional to show product features and benefits,"
The integrated campaign consists of (1) Three science fiction TVCs aired from the end of April; (2) „Philips 2012 Xing Legend‟ online activity on Sina Weibo and (3) Road shows held in different cities.
Philips 2012 Xing Legend‟ contains five different angles that will be released over five weeks until 23 May.
This campaign was created based on DDB‟s approach to Social Creativity - ideas for people to participate in, play with and pass on. Each episode releases clues to audiences to decode and encourage them to participate in the campaign to complete the story based on the clues they receive. Users get to invite friends from their Weibo network to help them solve clues or contribute to the story telling. Participants stand a chance to win prizes comprising the Philips shavers.
For each episode, five of Sina Weibo‟s Key Opinion Leaders 严宽 (Yan Kuan), 潮人徐峰立 (Chao Ren Xu Feng Li), Ethan007, 星座小王子(Xing Zuo Xiao Wang Zi) and 阿卓卓 (A Zhuo Zhuo) with a combined following of more than 4.8 million followers also actively share their views and thoughts to create more engagement and involvement with target audiences.
"This campaign is the start of a three year strategic platform to redefine the grooming and shaving category. With more than 7.5 million viewers and participants already actively engaging with the digital campaign just after two weeks of launch. Male grooming is definitely entering a new era of conversations with style and attitude," said Daryl Ho, Senior Business Director, DDB China Group.
Check out the TVC and online episodes now:
Credits：
Creative Agency: Tribal DDB shanghai,
Digital Production Team：
David Fei, Tengchuen Swee
Account team：
Barry Kevin Colman, Daryl Ho, Ellen Wu, Jane Chen, Jessie Zhang, Sharon Zhu, Kate Lu
Creative team：
Michael Dee, Billy Deng, Eva Han, Vain Cheng, Raymond Kong, Lara Lee, Xuechao Gui, Ricky Chen, Jeremy Shi, Bat Gu, Cais Cai, Ever Song
Producer team:
George Ooi, Cherry Wang
Traffic team:
Jacqueline Wu, Sandy Wang, Sunni Shen, Carol Huang, Lily Yao
With upbeat music urging everyone to join in and enjoy a sip of
the refreshing orange juice, the new TVC for Tropicana (纯果乐) brings the idea
of fun and liveliness to a whole new level!
The colorful and uplifting TVC was launched worldwide 10 May 2012
as part one of DDB Shanghai's new thematic campaign for Tropicana.
Backed by energetic music and a spirited group of dancers, Jolin
Tsai 蔡依林 (Taiwan singer, dancer and actress) joins the spotlight to make an
eye-catching appearance alongside Tropicana's spokesperson, Louis Koo古天乐, to
spark more juicy appeal amongst the young Chinese urban population.
On 15 May, an interactive digital campaign will also be launched
as part two of the campaign through the Sina Weibo Microblog platform. The new integrated campaign
aims to educate consumers on the products' benefits by showing how each drink
is filled with plump and juicy pulp that gives a fruitful mouth feel
for enjoyment and revitalization.
There are high expectations and confidence in this newly launched
campaign.
Runner Yan, Marketing Director of Tropicana states, "The
competition in the ready-to-drink juice category in China is immensely intense.
With this strategically sound campaign, I'm sure we'll further engage and appeal to our
target consumers."
Margaret Wu, Director-in-Charge at DDB Shanghai, also added, "I'm
confident with this campaign that we will continue to hold to our incisive
strategy. The creative execution will further engage audiences and stay ahead
of the competition as we continue to promote Tropicana's brand communication."
 Spring. The season of love. Flowers
blooming, birds singing, bees buzzing, and shining sunrays that make you feel
warm and bubbly all over. If you have perhaps, a secret crush, now would
be the perfect time for you to declare your love to that special someone. In time for the spirit of the season,
Tribal DDB Guangzhou team has launched a digitally interactive online
love-match portal as part of an integrated campaign to increase consumer
engagement and awareness of the Procter and Gamble's Camay Brand.
Leveraging on digital, PR, in-store, and
e-commerce platforms, the campaign aims to uplift Camay's brand image of
'Perfume for Bath' and raise brand awareness.
The campaign focuses on Camay's new
proposition - 'Uplift Your Attractiveness by the Power of Camay. Perfume for
Bath. Reveal Your Feminine Side'.
Launched on 20 April or
numerical '420', the start date of the love-match campaign signifies 示愛日 in China (which reads like
"a day to express your love" in Chinese). The campaign runs until 20
May or numerical '520, putting the perfect end to the love theme of the
campaign as this day can be read as 我爱你 or
"I love you" in Chinese.
Tribal DDB Guangzhou created these two
significant days for Camay.
420 - The perfect day for people in China to express their
love to those they care about through the RenRen platform. In addition,
consumers can also conduct an interactive test on Weibo to gauge "How good
are you at expressing your love?" Through these two social networking
sites, the power of Camay is passed on from user to user.
520 - Once the power of Camay spreads, this will be the key
day for people to meet their admirer and say "I love you".
Two attention grabbing viral videos - one
for males and one for females - were also created to promote the events and
encourage people to visit the campaign websites to participate in the
experience.
"This innovative campaign was very
well-received. Since it's launch, the videos on Youku gained over 1.2
million (male version) and1.1 million (female version) views. The
announcement of the campaign made on Weibo also received more than 7,000
forwards and over 300 participants on Renren expressed their love," said
Eric Phu, Vice-President at Tribal DDB Greater China.
Jeffrey Gamble, ECD for DDB Group Hong Kong
and Guangzhou added, "Although China has a large population of single
young women (more than men), they are usually shyer to express their love due
to the Chinese culture. The digital platform created through this campaign
gives them the perfect chance to express their love freely as no one can know
who their secret admirer is unless they can guess it right."
To express
you love, visit the following sites:
- Camay 420 Campaign RenRen Game Site:
Minisite
link: http://page.renren.com/camay/page-01
- Weibo "How Good Are You at Expressing
Your Love?" Test:
http://apps.weibo.com/secret_love
- Camay Campaign Youku Videos:
( Female Version) -高级白富美的0.1%爱情
http://v.youku.com/v_show/id_XMzgzNzY2Nzk2.html
( Male Version) - 极品高富帅的0.1%爱情:
http://v.youku.com/v_show/id_XMzg0MDQxODcy.html
Credits
Campaign: Today is 420 示愛日
Agency: Tribal DDB Hong Kong and Guangzhou
Executive Creative Director, Jeffry Gamble, ECD, DDB Group Hong Kong &
Guangzhou, Tim Cheng, ECD Tribal DDB Hong Kong and Guangzhou
Creative: Frankie Fung, Tony Cheung, Kenneth Ciao
Account Servicing: Karen Sung, Katie Li (GZ), Vivian Liang (GZ)
Project Management: Don Chan
At the recent 16th
Annual Webby Awards ceremony, Tribal DDB Hong Kong/DDB Hong Kong won 'Best Rich
Media B to C' for Intel's 'The Escape'. It was one of only two winners awarded
in Asia.
Eric Phu, Vice President, Tribal DDB Greater China said, "We are very proud and honored be recognized on the global stage. The Webbys is the most prestigious digital only award and incredibly difficult to win. Most importantly the win can be attributed to a team of specialists working together to create a world-first interactive experience that pushes the boundaries on YouTube." Hailed as the "Internet's highest honor" by The New York Times, The Webby Awards is the leading international award honoring excellence on the Internet, including Websites, interactive advertising & media, online film & video, and mobile & apps. Established in 1996, The 16th Annual Webby Awards received nearly 10,000 entries from all 50 states and over 60 countries worldwide.
VIEW
THE IDEA <http://www.youtube.com/inteltheescape>
Thanks to Gerald, Carol Loo and Dick, we had another night fun chatting with DDBers and "wining" over Wednesday night! Join us next time at 6:30 p.m. on Wednesday night!
After a long week of work and stress, the DDBar April Activity on
Friday provided the perfect opportunity for DDBers to relax and get a great
start-off to their Labor Day weekend.
For this month's theme, "Yoga & Tea", everyone was invited to
enjoy a nice cup of brewed tea over delicious finger-snacks. Two yoga masters were
also invited to teach a few relaxing yoga styles to help
solve many of the physical problems that usually affect white-collar workers. Everyone
had a lot of fun participating and learning valuable tips on relaxation skills
to maintain a better health.
If you missed out on this month's DDBar, don't worry! Just remember
to join us at the Flea Market for DDBar May!
Last
Friday, DDB Shanghai ended the week with much festivity through the kick-off of
an important announcement and presentation of the "Do It Once Do It Right"
(DIODIR) award to the winning team of Quarter 1, 2012.
What is "Do It
Once Do It Right"?
Teams at DDB were encouraged to bring
forth their best and most creative ideas to create client briefs. The first
creative presentation that is approved by the client would be qualified for
submission to DIODIR. Then, the Management Committee will evaluate the brief,
idea and job scale to select the winner every quarter. To recognize the great
and efficient work of our teams, the winning team will get to receive a cash
reward of RMB 20,000.
And the winner is...!
For
this quarter, the award went out to the team who created the SVW 2012 Brand
Video.
Using
just less than a month's time, the winning team was able to create a short
brand video for the SVW "Think Blue" campaign. Working with the client, the
team sought to feature the current and future Blue Motion technology adopted by
SVW to build up a new brand image - one based on innovations and environmental responsibility.
The
RMB 20,000 cash award was presented to the winning team by John Zeigler,
Chairman & CEO DDB Asia Pacific. Despite his busy schedule as the judge of
the AME awards later on that night, Zeigler graced the DIODIR award ceremony
with his presence to show the importance of recognizing the winning team.
In
describing the goal of this initiative, DDB Shanghai's President and CEO, Dick
van Motman, stated:
"DIODIR
drives our mission here in DDB Shanghai to 'Be Better Every day' in achieving
our collective vision to become the most influential communications group in
China. The attractive cash award is served up in recognition of the team's
effort and efficiency in getting client's brief right, and presenting work that
client buys or approves the very first time! Ultimately, helping us become more
efficient, smarter, and of course delighting clients with
great work."
 Tourism Australia in China recently launched its online drama series called '再一次心跳 (Heartbeat again)' that stars Taiwanese heartthrobs, Show Lo (罗志祥) and Rainie Yang (杨丞琳) since mid-April 2012.
The five-part series of ten-minute episodes was filmed in Victoria, New South Wales and Tasmania in Australia. The love drama launched exclusively on Tudou, aims to tug the heartstrings of more than 500 million Chinese netizens.
The drama is a suspense-filled, modern-day love story and will have audiences hanging on the characters' every word and kiss. The stars who feature in the series have a combined following of more than 25million fans on online channels and micro-blogging sites.
"Show Lo and Rainie Yang are extremely popular within Greater China. Their appeal, magnified through this new online drama series, will create a great platform for us to promote the very best of Australia," Andrew McEvoy, Tourism Australia Managing Director said.
He adds "This campaign is another example of the power of advocacy through social media and digital platforms in tourism marketing, allowing us to reach an international audience through the web which they are actively using to plan and book holidays."
"Tapping into strong cultural insights that Chinese consumers love drama and romance, will pull weight and eyeballs. Allowing these viewers to also actively engage with the online drama will further drive action and influence. Igniting word-of-mouth through the power of Six Degrees, is what we at DDB strongly believe in," said Leo Chu, Managing Director of Tribal DDB Shanghai.
DDB China group leverages on the power of Six Degrees, or what we call Social Creativity that draws on advocacy by activating and engaging audiences to play with, participate in and pass on content that will promote Australia in a more romantic and touching way. The agency's role was to create engagement via the online campaign site on Tudou.
Play: The first episode is currently released on Tudou. There will be an episode released every week for the next four weeks. Audiences can also watch behind the scenes and vignettes of travel destinations that explore Australia's iconic places in more depth. Watch the first episode on: http://australia.tudou.com
Participate: By answering two questions from each episode that relates to the drama and Australia, audiences will receive an e-postcard and be entitled for a weekly draw to win gifts and souvenirs from Tourism Australia. Audiences are encouraged to watch all five episodes to answer all questions correctly to vie for the Grand Prize Draw (Six round trip air tickets to Australia). Pass on: The campaign encourages active sharing of the online drama & e-postcard each week within Weibo or other social networks to increase users' chances of winning the Grand Prizes.
Credits:
Campaign: Tourism Australia Online Drama Campaign Client: Tourism Australia Creative Agency: DDB & Tribal DDB Shanghai - DDB China Group Creative: Chris Jones, Kevin Chiu, Eggie Huang, Ever Song, Lynn Li. Account Management: Margaret Wu, Stefanie Liew, JC Wu
Feeling frazzled
over those long and endless meetings? Getting stuck on that project idea? Spending
hours on end on the phone just to work something out? Stressed about work and
feeling like this week will never end? Unfortunately, these are only some of
the problems that start to plague most people at work toward the middle of the
week.
Here at DDB,
however, our colleagues have found a way to help everyone take a breather and
rejuvenate so they can continue on strong until the end of the week. The
mid-week booster, known as the DDBar, was first initiated by Daryl, Michelle
and Carol on Wednesday, March 28th. It was intended to be a Perk-me-up
gathering to help everyone regenerate their energy.
After having a
wonderful evening "wining" over the week, they decided to plan a second time
booster for Wednesday, April 13th. This gathering was yet another
successful event and was met with many new faces. With the sponsor of wines by
Michelle, Daryl, Stefanie and Cheryl, and snacks provided by Jeffery, everyone
had a great time that evening. Carol said, "It is a very much needed mid-week
Perk-me-up gathering! We are hoping to make this a forth nightly thing with the
other BDs in the entire DDB China Group rotating the sponsorships."
The mid-week
boosters are not only a great way for everyone to take a break and relax after
work, they are also great bonding experiences. As the boosters are carried out
through volunteered sponsorship, it is important to have everyone's support and
contributions.
With the success of the first two mid-week boosters, the next booster
will be held on April 25th (with those following that to be held
every two weeks thereafter on Wednesday evenings). As a start, our very own
President and CEO, Dick van Motman, has already confirmed that he will be donating
whiskey and wine for the next session. It will be another fun-filled evening
and we look forward to seeing everyone there!
| |
|
