Tag: China

Shanghai, China – To celebrate the upcoming Chinese New Year, automotive manufacturer BMW in China has launched a new campaign, with the aim to bring sheer joy to all its customers across the country.

BMW said that its Chinese name ‘Bao Ma’ translates to ‘precious horse’, and the campaign is a visual feast of the ‘precious horse’ celebrating and welcoming the Year of the Tiger, an animal known for its vibrancy, playfulness, and bravery, as well as power.

The campaign, which was created in collaboration with creative production agency TBWA\BOLT and artists from Real Good Studio, utilises various visual and audio elements amplifying ‘Hu’ or Tiger in Chinese and ‘Ma’, the ‘precious horse in Chinese, to represent the Year of the Tiger.

Titled ‘Nothing but sheer joy’, the campaign seeks to brighten and entertain, bringing a lighthearted smile to the audience wherever they are during this festive season, veering away from seasonal campaign stereotypes of heavy-hearted emotional family reunions and CNY messages.

Stephane Koeppel, BMW China’s VP of brand and marketing, said “The campaign brings an unexpected and unique perspective to Chinese New Year celebrations by bringing together the dynamic and complementary characteristics of these two auspicious animals.”

Meanwhile, Mo Chen, BMW China’s executive creative director, explains that the campaign injects a sense of joy, which is at the centre of BMW’s brand, together with the Tiger to deliver an entertaining creatively unique experience.

“No tears, no pressure, nothing but sheer joy to welcome in the Year of the Tiger,” said Chen.

The campaign kicked off last 27 January, and was launched in cinemas and across social media including Weibo, China’s Tiktok, and Bilibili, as well as BMW’s own channels. The scope also includes films, posters, and consumer engagement via a user-generated content (UGC) component where the audience is invited to join, create, and deliver their individual interpretations of joy during the celebration.

In addition, the campaign includes a physical set of limited designed collectables including Red Packets and Spring Festival Scrolls, which can be accessed via BMW China’s official app.

Shanghai, China – Media communications agency OMD in China has won the media mandate of global denim brand Levi’s, which will drive media strategy, planning and buying for the iconic denim brand. 

Through the agency’s empathy planning workflow – OMD Design & E2E data platform – OMNI, OMD China delves into the Chinese Gen-Z’s behavior and identified opportunities to accelerate growth for Levi’s with an innovative integrated media solution. 

A spokesperson for Levi’s commented that they were deeply impressed by OMD China’s advanced strategic thinking, strong data capabilities and excellent innovation. The spokesperson also added that the agency’s youthful and dynamic team has shown great passion for the brand and the denim culture.

“They were able to resonate with our consumers and translate this youthful energy into a strong integrated communication blueprint that is rooted in Levi’s heritage and DNA. This year, we will collaborate with OMD to embark on a new journey and explore more innovative marketing possibilities in the Chinese market to bring accelerated growth to the Levi’s brand,” the spokesperson said.

Meanwhile, Connie Chan, CEO at OMD China, commented, “We are excited to be working with an iconic brand who appreciates our vision and insights on the market’s Gen-Z consumers. OMD brings together a unique combination of expertise and strategic approach which taps on our network’s capabilities to deliver impactful and innovative solutions to our clients. We look forward to [supporting] Levi’s in achieving their growth targets.”

Shanghai, China – Carat, the media agency under dentsu, has won once again the account of dairy company Mengniu Group as its strategic media planning agency in China. Carat has long worked with Mengniu Group since 2017 where the group used its data-driven solutions and consumer-centric strategy and planning for Mengniu’s brand growth.

Mengniu is dedicated to supplying healthy, nutritious and delicious dairy products to consumers in China and overseas. The company is one of the leading in the market of premium milk, yoghurt, fresh milk and cheese, and aims to expand its global reach.

Ami Qian, chief executive officer at Carat China, said, “We are thrilled to be continuing this cornerstone partnership. This renewal comes as our relationship with Mengniu enters its 5th year and is a testament to Carat’s growth-driving, results-based approach. We are proud of our track record helping this ever-expanding portfolio of brands reach new audiences in China and around the world.”

She added, “Mengniu is a leading and innovative brand in China, and our strategic approach emphasizes placing greater insights and capabilities at the heart of communications planning. Carat’s market-leading data-driven approach delivers the deep knowledge and insight required to strategize for this complex portfolio of products across multiple consumer segments within this highly competitive category. We are looking forward to another glorious year with Mengniu.”

Shanghai, China – Advertising agency Ogilvy in China has been tapped by agricultural product production business Tongwei Group for the launch of its newest pet food brand Pjoy. Through the agency appointment, Tongwei Group aims to expand its brand portfolio to tap into business opportunities presented by the fast-growing domestic pet food segment.

Ogilvy China will be responsible for crafting the new brand and charting a business roadmap that would support sustainable growth, leveraging robust market analysis and consumer research to define a scalable business segment, identify the new brand’s target audience, and develop new product concepts, product mix, brand positioning, naming and personality. 

In addition, Tongwei Group’s strategic recommendations are then translated into the real-world by Ogilvy’s advertising, experience and public relations teams, who spearheaded and executed the new brand’s visual identity, packaging design as well as e-commerce content and communications strategy.

Sandy Ng, president at Ogilvy Consulting in China, said, “Pjoy is a true testament of how Ogilvy’s offerings across capabilities can work seamlessly together to help support our clients and give birth to a new brand starting from market opportunity analysis all the way to the brand communications execution. We look forward to establishing Pjoy as the go-to choice of premium pet food in China.”

Pjoy’s product line currently includes 16 different types of cat and dog food that can be mixed and matched to suit the animal’s preferences and diet needs. All products are free of additives, artificial colorings, preservatives, and cooked through 3 different methods to ensure high-nutritional value. 

Furthermore, Ogilvy Shanghai supported the brand launch just ahead of this year’s Singles’ Day festival, delivering an integrated communications strategy and amplifying brand awareness KOLs and KOCs on key Chinese social media platforms.

Shanghai, China – Edrington’s whiskey brand Macallan has launched what it says its largest consumer engagement experience – an immersive and artistic exhibition called ‘The Macallan Experience’ sitting on 4,000 sqm exhibit space of the Museum of Contemporary Art Shanghai (MoCA) in Shanghai, China. This new on-ground activation aims to ride on the rising appeal for premium whiskies among the new generation in APAC. 

‘The Macallan Experience’, which was created in collaboration with Chinese art curator, Bao Dong, and three other acclaimed Chinese contemporary artists, is a new engagement experience for consumers who want to explore the origin and vision of the whiskey brand. It includes three designated exhibition areas, which depicts the origins of the brand, showcases the brand’s value and DNA, and highlights the brand’s outlook on sustainability.

Visitors to the exhibition will be greeted by the massive forest photography installation, executed by installation artist, Ji Zhou, on the exterior of MoCA, which is a tribute to the Speyside scenery where The Macallan Distillery is located.

After entering MoCA’s exhibit space, visitors will experience The Macallan’s tribute to nature, culture, and heritage. The journey will begin as visitors walk through the River Spey, making their way through the vast barley field that leads to the legendary oak forest. Contemporary Artist and Professor Chen Qihad reimagined the River Spey to bring about an immersive sensorial environment, brought to life by audio-visual digital work.

Meanwhile, moving up the sweeping ramp that leads to the second level of MoCA, visitors will uncover the full collection of The Macallan Fine & Rare, while at the end of the ramp, the visitors will be greeted by the iconic The Macallan’s spiritual home, Easter Elchies House, manifested through the interpretation of Sculptor & Artist, Cai Lei. Continuing onto the second level, visitors can also explore a number of rare and limited-edition expressions, and to conclude the immerse experience on the third level, visitors will have the opportunity to savor The Macallan single malt whiskies to further discover the details of the brand’s creations and experience.

Francois Saurel, Edrington’s regional managing director for APAC, shared that the brand wanted to offer the Chinese consumers the opportunity to discover Macallan’s legacy, and to explore some of its collaborations and whisky expressions. 

“With The Macallan Experience – Shanghai, we want to recognize and celebrate the essentiality of China for our brand in Asia Pacific and beyond. And we aim at building deeper connections and affinity with our Chinese consumers and audience,” said Saurel.

Meanwhile, Coral Gill, Edrington’s regional marketing director for APAC, said, “As the biggest event of its kind ever, The Macallan Experience presents a state-of-the-art opportunity to discover the legacy, history and traditions of the brand, which not only include an incomparable approach to the outstanding quality and craftsmanship, but a leading commitment to sustainability.”

The exhibition was opened to the public last 3 December 2021 at MoCA Shanghai, and will be running until 16 January 2022.

Aside from the exhibit, Macallan has also launched its new ‘The Harmony Collection’ brand in Shanghai, which represents the brand’s commitment towards sustainability. ‘The Harmony Collection’, which is done in collaboration with world-renowned pastry chef, Jordi Roca, is encased in recyclable and biodegradable packaging, made using natural products from the chocolate-making process.

Singapore – A group of independent public relations agencies representing Mainland China, Hong Kong, Taiwan, and Japan, as well as Singapore, and South Korea has joined forces to form the new ‘PerfectPitch Asia PR Network’ in SEA. 

The new network aims to support global companies in strategizing and implementing their business communications programs as they venture into Asian markets. It is composed of female founders who are experts in brand strategy, public relations, and integrated marketing, as well as social media.

PerfectPitch founders include Constance Chao, the founder of Media Plus for Mainland China and Taiwan, Maggie Chen, independent representative for Hong Kong, and Yukiko Harada, TrainTracks’ managing director for Japan, as well as Melinda Ilagan, I.M. SEA Communications’ managing director for Singapore, and June Cha, TwinTracks’ managing director for South Korea.

Harada said, “We have come together combining the depth and breadth of our experiences in various industries, practices, and our respective geographies to provide global clients good counsel and strong execution to help them succeed in Asia’s mega-economy.”

Meanwhile, Ilagan shared that SEA continues to experience brisk growth as global enterprises and disruptive innovators set their eyes on the region’s young, tech-savvy talent and consumers.

“Our experience is that global companies and our counterpart agencies in the western hemisphere seek expert advisors in the most economically vibrant countries like Singapore, Mainland China/Taiwan, Hong Kong, Japan, and South Korea. They come to us because of our intimate understanding of this diverse region,” said Ilagan.

Chao also noted, “With over 20 decades of media experience in Mainland China, Hong Kong, and Taiwan via Media Plus and Maggie Cheng, PerfectPitch can provide the total solution for the companies who want to enter into these comprehensive markets.”

As free trade agreements get ratified and borders start to reopen amid COVID-19 PerfectPitch said it is anticipating a fresh burst of business opportunities coming into the region.

China – Integrated communications agency in China, WE Red Bridge, has elevated Nicky Wang, former managing director and head of strategy, to be its new CEO for China. 

Wang joined the agency in 2009 as managing partner where she spearheaded the agency’s integrated capabilities expansion in creative, digital, insights and analytics, and planning. Wang has also led teams within the agency that deliver creative, integrated campaigns that drive business results.

Commenting on her new role, Wang said that operating in this dynamic and competitive market requires constant evolution, and she is absolutely honored to lead the team to relentlessly push the boundary of communications.

“I look forward to building on our momentum as the go-to integrated communications partner for brands in China,” said Wang.

Coinciding with Wang’s promotion, Penny Burgess, WE Red Bridge’s former CEO, will step into the role of executive chairman for China. Burgess will support Wang and the agency team through the transition, handing over day-to-day business operations, and continue as a senior advisor to WE Red Bridge clients.

Burgess said, “I am incredibly proud to hand over the reins to Nicky to take the business into the future. Together, we grew the agency from humble beginnings at my kitchen table to the remarkable team we have today of over 120 across Beijing and Shanghai.”

Meanwhile, Kass Sells, WE Communications’ global COO and president of international, commented, “I look forward to the continued partnership with Nicky and her leadership team as we strive to be the best agency in China.”

The elevation of Wang and Burgess will be effective from 1 January 2022.

Hong Kong – Superunion, the creative company under WPP, marks its 20-year anniversary in China by announcing the launch of its new office in the city of Shenzhen. Its founding clients will include Tencent, Riot Games, Vivo and Vanke Nantou City, and will be led by Monica Lee, chair of Superunion Asia, and Maggie Chien, business director at Superunion.

The company’s recent works for their Chinese business include partnering with Riot Games to celebrate the 10th anniversary of League of Legends China, and the creative transformation of Nantou City, known as the ancient city of Xin’an and located at the heart of Nanshan District in Shenzhen.

“As the company’s footprint and expertise expand, it is becoming a business not constrained by a specialism, instead acting as a creative partner for the region’s and the world’s biggest businesses across multiple sectors, helping them create meaningful value and change for their audiences and society,” Superunion said in a press statement.

Speaking about their new office in Shenzhen, Lee underpins the technology and innovation in the Greater Bay Area, which will become the region’s version of ‘Silicon Valley’. She added that they have a ‘laser-focused’ vision to build their presence among these new tech companies, who are looking to stamp their name not only in China, but globally.

“They now account for more than 25% of the new tech businesses in the region, and that number is still growing. The common theme with these businesses is their ambition to embrace new ideas. They are no longer looking for traditional agencies who offer standard services – they want partners who can grow with them, and we are perfectly positioned for this,” she stated.

Meanwhile, Benedict Gordon, CEO at Superunion Asia, commented that clients no longer see them as constrained by a specialism, but as a partner that can help them with a wide range of needs in order to create meaningful value and change for their audiences and society.

“Our ethos revolves around being a revolutionary creative company and the Greater Bay Area (GBA) is very much where many of China’s revolutionary creative businesses are born, providing incredible opportunities for us in areas like technology, AI and biotech. Superunion is the first brand company to have a presence across all of Greater China’s major geographies, including Beijing, Shanghai, Hong Kong and now Shenzhen, so this is an exciting and symbolic milestone for us,” Gordon explained.

He added, “Brands now understand and embrace this change and especially in a post-pandemic world, want to make an impact. Businesses really succeed when they integrate business goals and ambitions with a clear brand strategy that they bring to life. This is where Superunion has really come into its own and where we see the opportunity for further growth, globally.”

Shanghai, China – Global communications firm Edelman in China has augmented its capabilities in the health and wellness space by bringing onboard two senior specialists to lead the firm’s offerings for clients operating in the healthcare, sports and lifestyle sectors. They are Laura Zhou as vice president of healthcare, and Chris Leung as senior vice president of lifestyle and sports marketing. 

Zhou brings in over 17 years of experience at China’s communications and advertising agencies, more recently with McCann WorldGroup. She has prior experience as well working with Saatchi & Saatchi, WPP Health and VMLY&R, and has been developing integrated communications solutions for healthcare companies since 2008.

“Edelman understands the factors that influence a brand’s level of trust among consumers, and [advises] clients on how to build and protect it. In the healthcare sector, trust is paramount. I’m excited to be joining this firm at such a pivotal time for the health and wellness sector, and working with our clients on growing this space in China,” she stated.

Meanwhile, Leung joins Edelman from Entourage Sports & Entertainment, where he served as Asia commercial director, and brings extensive experience from the advertising industry, having worked at BBDO, Ogilvy and Saatchi & Saatchi. In addition, during his stint as a marketing consultant to The Peninsula Group, he strengthened the hotelier’s association with motorsports – namely the Formula1 – as well as its commitment to sustainability.

“There has never been a more relevant time for brands and companies to enhance their focus on sports and wellness marketing. With Edelman’s strength in integrated solutions, I’m looking forward to partnering with the talented teams on driving this agenda for the firm’s impressive client roster,” Leung stated regarding his appointment.

Commenting on the new hires, Pully Chau, president of Greater China, commented, “We are anticipating big growth in these areas in a post-pandemic world, as people place greater importance on their health and their overall wellbeing. With these hires, we are in a strong position to lead clients in this space, with an unparalleled, industry-leading integrated offering.”

Shanghai, China – Chocolate brand Dove in China has launched a new campaign aimed at driving top-of-mind awareness and a new consumption occasion by targeting an area where pleasure is too often forgotten – in the workplace.

Led by advertising agency BBDO Shanghai, the campaign was produced with neuroscientist, Paul Zak, a professor at Claremont Graduate University, in order to incorporate expert consultation at the storyboard and planning stage, specifically the use of immersion neurological response testing to make iterative choices for the final two films.

Titled ‘Put Pleasure First’, the campaign is composed of two stories that were set against two low emotions– ‘disappointment’ and ‘stress’ in the workplace. It features Dove’s brand ambassador, Zhou Dongyu, who finds herself on these occasions, but rather than being let down, playfully decides to create an ‘oddly pleasurable’ video out of the things that made her disappointed or stressed.

The brand experience is completed by a series of special packs, featuring five different taglines that express pleasure attitudes towards low emotions at work, giving shoppers instant encouraging messages to have a piece of Dove and put their ‘pleasure’ first. 

Harry Chen, BBDO Shanghai’s group planning director, shared that workplace low emotions are becoming such a ubiquitous phenomenon in China as the competition and pressure have intensified in recent years.

“Dove has always been a brand that stands for pleasure, so we felt we had the opportunity and responsibility to help Chinese people cope with these low emotions a little bit better and experience more pleasure,” said Chen. 

Meanwhile, Arthur Tsang, the chief creative officer at BBDO Shanghai and the global creative lead at Mars, noted about the campaign’s strategy of banking on videos for the campaign, that while Chinese office workers don’t look to chocolate as a stress-reliever, they do on videos.

“We asked ourselves, can we interrupt their break sessions with videos that can make them feel the pleasure of chocolate directly? That’s what we call ‘Oddly Pleasurable’ videos, short audio-visual experiences that can scientifically bring a pleasurable feeling of satisfaction and relaxation, much like the sensation of eating Dove chocolate,” said Tsang. 

On social media, Dove has also released a behind-the-scenes documentary, chronicling the making of the whole ideation, production, and neuro testing process, while on Douyin, a re-edited Zhou Dongyu film was released to encourage consumers to experience the content. 

Moreover, Dove has launched more videos that leverage the actual chocolate product with influencers on Weibo and Douyin, which also encouraged consumers to create their own oddly pleasurable videos.