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Opening Keynote for the Berlin School of Creative Leadership Asian Module

2012-05-17T09:12:39Z

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 launches Philips "Wo Xing" - shaving off the expected in the men's grooming category!

2012-05-17T02:26:43Z

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:

http://all.vic.sina.com.cn/philips2012mg/

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

Tropicana injects vitality into its new campaign to appeal to the young urban Chinese

2012-05-14T10:02:58Z

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."

Tribal DDB Guangzhou helps Camay spread and voice love from "420 示愛日" to "520 我爱你"

2012-05-07T02:20:21Z

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

Tribal DDB Hong Kong wins Webby

2012-05-03T07:12:55Z

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>

Mid-week Booster, Apr 25, Wednesday Night

2012-05-03T03:26:47Z

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!

Yoga Your Body on Friday Afternoon

2012-05-03T02:43:51Z

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!

Do It Once, Do It Right!

2012-05-02T10:12:53Z

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."

From Australia, with love: Online celebrity drama series to woo Chinese tourists

2012-04-27T06:24:02Z

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

Mid-week Booster: the DDBar

2012-04-18T12:02:01Z

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 28^th. 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 13^th. 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 25^th (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!

DDB China Group's 4 Short-listed Entries for 2012 AME Festival

2012-04-13T07:46:29Z

At this year's AME (Asian Marketing Effectiveness Festival), there were a total of 118 shortlisted entries that was announced on 12 April. Out of 118, 18 entries came from China.
We are proud to announce that 4 out of the 18 China entries are from DDB China Group!
The 4 shortlisted entries are across different categories and clients that recognizes great work that produce great results. Our shortlisted entries include:

1.Best integrated marketing campaign:
Bring Happiness Home (DDB Shanghai) - for PepsiCo China

2.Most effective use of branded content:
The New Toureg Launch "A Journey in Comfort" (DDB Guoan) - for Volkswagen Group Import Company China

3.Best small budget marketing campaign:
Small budget works for the Big Mac (Tribal DDB Shanghai) - for McDonald's China

4.Most effective use of eco/ green marketing:
Chop Sticks, Not Chop Trees (DDB Shanghai) - for China Environmental Protection Foundation

Final results will be announced at the festival on 27 April at Pudong Shangri-la.
Good luck to our teams!

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Introducing DDB China Group's Luxury Report: deLUXE!

2012-03-30T07:20:57Z

An idea first initiated by Ross Gearing, VP of RAPP Greater China, the objective of deLUXE is to help DDB China Group and its clients keep up with China's luxury consumption market, global industry and acquire a better sense of current market trends.

Thanks to the hard work of two of our fellow DDBers, Archie Zhang and Ava Zhu, DDB China Group's first ever luxury report, deLUXE, has launched and is hot off the press!

After weeks of sourcing the internet and hunting for interesting cases, Archie and Ava compiled their best findings into the January issue of deLUXE.

In an interview with them, let's take a better look at the concept and work behind this issue of deLUXE.

How did you first go about gathering your information?

We looked into the shared case studies of campaigns done by other luxury brands and gathered our ideas from there. After that, we organized our findings into the brand name, their launch date, location, objective, idea, and result of their campaigns and incorporated those findings into deLUXE.

The theme in this issue of deLUXE is "Luxury Feast in the Year of Dragon", how was this selected?

We originally did not focus on choosing a theme for deLUXE. However, we realized that by just searching up luxury brand campaigns from past months and finding what they did proved to be too unorganized and inefficient. That's when Archie came up with the brilliant idea of organizing our first issue around the theme of the Dragon Year and this helped to create a clearer goal and focus for our report.

What were some of the challenging issues that went on behind this first luxury report?

We had a really hard time searching up relevant case studies to be used in our report. A lot of time was spent on just searching for case studies on Google. Oftentimes, the objective of each luxury brand campaign was not clear and we would have to work in a reverse manner by looking at the result of the campaign first before we can figure out what the original objective was.

Were there anything interesting you found or learned in creating deLUXE?

One thing that was very interesting was that although we spent a lot of time searching online for relevant information, this experience actually helped us get to know more about the luxury industry. We were introduced to many brands that we have never known about before and this helped to expand our knowledge of the luxury market.

Now, let's take a look at some of the things featured in the January issue of deLUXE:

In celebration of the Year of Dragon, luxury brands try to appeal to Chinese consumers by incorporating the use of traditional Chinese art elements and Dragon images into their product lines. Some examples include:

- Italian bed linen brand Frette and the concept of peonies

- Automaker Aston Martin and the number "8's"
- Automaker Rolls Royce and the incorporation of dragon designs

- Courvoisier and the dragon-designed bottle

- Shanghai Tang and the inlays of dragon visuals on coffee sets

deLUXE will be published on a monthly basis, so remember to stay tuned to get the latest information on current trends in the luxury industry!

Paul Gunning on Real-Time Marketing

2012-03-28T02:20:00Z

Tribal DDB's CEO extols the virtues of marketing at speed.

In the current issue of Think Quarterly, Paul Gunning, CEO of Tribal DDB, extols the virtues of marketing at speed. "Real-time marketing is set to dominate almost every facet of our industry," he says. We followed up to dig deeper into the concept and how marketers can best implement it.

TQ: What exactly do you mean by 'real-time marketing'?

PG: It's the notion that we observe consumer behaviors as they happen, such as searching, playing, sharing, and purchasing, then adjust our marketing to be a direct reflection of that information. This might mean a message change, a placement change, an immediate offer, etc. The point is that all of marketing (PR, advertising, promotions, shopper, etc) has to bring this "just-in-time" type of strategy to their services to some extent.

TQ: Who will this affect most?

PG: Everyone. In fact, it must impact everyone for it to be as successful as possible. For example, it does us no good to be able to manipulate our messaging and placement in real time if legal requires four weeks of review time.

Clients will need to see if their own procedures can change to react faster. Some of our clients only review creative one time a week, on a set day. Is that plausible if you want to react to a situation overnight? Relatedly, some clients have a three-week legal clearance process. That would need to change. Moving on, our media teams are finalizing 2013 plans. You heard right, 2013 is locked. If that is the case, how can we ever have material efforts and budgets available to react in more real-time?

I have found planners are naturally quite good at synthesizing data and turning it into information in real time. We are seeing a lot more of the planning departments work with listening tools like Radian 6 and Sysomos to do just that. These tools not only need to continue to get better (broader, deeper, and more automated), but the craft of filtering real leading indicators from the noise needs to be more scientific on our end than serendipitous.

Creatives have the hardest job in this scenario. Yes, they need to just plain move faster (developing headlines, copy, imagery changes in hours), but more importantly we need to redefine their value proposition so that speed, or lack of time, does not automatically equate to commodity. Creative Intelligence is a term I think we will start to hear more of. A creative who knows how to solve the business problem as well as the creative brief will be the rock-star of the future.

TQ: You said the smartphone will make the world change at a scale you are intrigued by. What other game-changing technologies should marketers be looking out for, both on the consumer side and on the business side?

PG: We have not even scratched the surface of the interplay of tablets to TV viewing and what this means for content providers, consumers and advertisers.

It is becoming clear both by the behavior changes as well as the sheer numbers of tablets being sold, that consumers clearly use them while watching TV. As a result, we are now starting to see the emergence of ideas that marry the two devices. Apps are being developed by show creators to be launched during an episode with added content and interactivity intended to draw the consumer further in. The result of this, of course, will be TV ads doing the same. In Singapore, we ran a television campaign that instructed the user to hold up their smartphone to the TV during the commercial airing. Via the company distributed app, the commercial appeared to come alive on the phone with added content and clues to a game (which is what the TV spot was messaging). In the US, we saw a Super Bowl commercial for Cars.com do the same thing. We are in talks with many brands and many content owners about other creative ways to link tablet and phone use with TV watching.

TQ: What changes need to take place within a company to create this real-time environment and enable a more iterative work process?

PG: We need to embrace the power of real-time marketing and not fear that it detracts from our strategic thinking or creative product/. Rather, it makes us better at connecting with consumers and selling clients' products.

As I mentioned earlier, all the roles that exist currently need to be re-examined. Not all of the current processes will be abandoned, but new ones will be added and a path for how they will be adopted requires mapping. For example, real-time bidding for media space is happening, but it will not replace the annual upfronts -- both are required for different reasons. Well-planned, deeply researched and strategically bulletproof campaigns will still be developed and will take months of time. In addition, though, dynamically generated creative will be assembled and flighted automatically to generate the most revenue possible. Both need to happen in order to build a brand as well as sell goods and services

TQ: What are some things a company can start doing tomorrow to go faster?

PG: Here are my top four:

Deploy some media weight into a trading desk.
Make sure your owned platforms are properly staffed and empowered to handle customer interaction.
Find out if your agency has access to your sales data.
Map out your consumers purchase path and identify where the leverage points exist.

See Original Link

http://www.thinkwithgoogle.com/insights/trends/paul-gunning-Real-Time-Marketing/

DDB China Group scores big on Creativity & Effectiveness Awards at 2012 AdFest and International AME

2012-03-20T10:34:21Z

Shanghai, China 21 March 2012 - DDB China Group has won 10 awards over the last week at prestigious Creativity and Effectiveness award shows for 2012 AdFest and International Advertising Marketing Effectiveness (AME) Award.

Top honors on both creativity and effectiveness have gone to creative work for Family Care for Grassroots Community's "The Keyboard of Isolation" and Gatorade's "36 Stratagems of Street Basketball".

"The Keyboard of Isolation" won the Best of Show in the 'Outdoor' category for 2012 AdFest Awards. This is the second time in a row that DDB China Group picked up the highest honor in the same category at the annual regional advertising festival that celebrates creativity in Asia-Pacific. The China Environmental Protection Foundation's 'Green Pedestrian Crossing' was awarded Best of Show for 'Outdoor' at the 2011 AdFest Awards. The group also picked up 3 Silvers, 3 Bronzes and 3 Finalists at the 2012 AdFest Festival.

Michael Dee, Chief Creative Officer of DDB China Group says, "We are honored with the win and proud of this ground breaking installation that helped raise needed awareness of real issues society are faced with - people are living more in front of their computers or mobile phones than communicating and spending quality time with family. These are real issues to strike a chord with society and we are pleased that the installation piece successfully reached over 1.8mil audiences via DDB's approach of 6 degrees of Social Creativity that mobilized the power of people to pass on the message through weibo tweets and comments and subsequently feeding into TV stations, magazines, websites and newspapers."

For "Gatorade's 36 Stratagems of Streetball" DDB China Group emerged as the only winner from China in the 2012 AME Awards winning an AME Silver Medallion. Gatorade's 36 Stratagems of Streetball engaged its target audience through television and on-the-ground activities. Tactics from 'The 36 Stratagems', a sister text to the legendary Art of War by Sun Tzu, describes unorthodox or deceptive ruses used in warfare and was applied to street basketball skills. The campaign resonated with 12 million young people who participated in the activities surrounding the campaign and doubled Gatorade's sales.

Rebecca Preston, VP Marketing, Pepsi Non-Carbonated at Gatorade, said, "Taking an ancient Chinese military classic and applying it to today's world of street basketball was a refreshing and engaging challenge for our target consumers. We are thrilled with the creativity and idea DDB China group created for this campaign that showed a true connection to the youth in China."

Margaret Wu, Director-in-charge of DDB China Group said: "The 36 Stratagems of street basketball is yet another campaign of social creativity where the target group plays with, participates in and passes on the viral videos. By competing with the best professional streetball players of S.K.Y team the campaign drove awareness for Gatorade and its association with sports."

DDB China Group Launches Digital Adventure for New VW Tiguan 2012 Edition

2012-03-16T09:32:06Z

DDB China Group has developed a digitally immersive adventure as part of an integrated campaign to increase consumer engagement with the new VW Tiguan 2012 Edition.

Entitled 'New Tiguan Tomorrow Mission', the campaign includes exclusive online-only content to engage the target audience - extending the TVC that cemented its positioning as an "intelligent urban SUV".

The digital campaign lets the consumer play the part of a hero secret agent on a mission to accomplish the impossible. With exciting motor and car chasing scenes, players can experience the full extent of the car's amazing new features and technology.

Michael Dee, Chief Creative Officer of DDB China Group said: "Embracing the fast paced life of China's young achievers, we wanted to deliver a clear message that resonated with our target audience who are always aiming high to chart new territories every step of the way. We did this with a movie-like theme and treatment to bring to life the superior features of the new Tiguan."

"We wanted to leverage the digital channel to further engage our target audience with a more immersive adventure that amplified their experience, and generated a big buzz for New Tiguan launch."

Based on DDB's 6 degrees idea of Social Creativity, the new campaign encourages people to play with, participate in and pass on.

Play: Users take the role of the hero driver of the new Tiguan 2012 Edition in the digital realm and can play with the multiple angles shot to explore how the car performs across each new feature and technology: TSI, ESP, 4MOTION & PLA.

Participate in: Users can experience and explore the new Tiguan 2012 Edition online, register to be one of four lucky winners each week to win the ultra cool Rimowa and ultimately the grand prize of a 15-days free test drive.

Pass on: As the hero driver, players can select three of their friends from weibo social to join them on this immersive adventure journey.

To experience an adventure mission in the new Tiguan, click here: http://all.vic.sina.com.cn/tiguanmp12