Mindshare takes Yili to Hollywood with Transformers 3

18 July, 2011


SHANGHAI — Mindshare takes homegrown dairy brand Yili onto the Hollywood red carpet through a branded-entertainment content media first via blockbuster movie Transformers 3: Dark of the Moon (2011). This comes off the back of a long-term brand-building strategy to take the dairy product giant onto the global market place.

In the Transformer 3 movie, which is slated to debut in China on July 21, Yili‟s Shuhua Milk makes a cameo appearance in a Mindshare-negotiated branded content deal which weaved the Shuhua brand into the movie script with the famous line, “Let me finish my Shuhua Milk”.

“Transformers 3 was the platform which first came to mind as we are all aware that a strong core is key to winning when a Transformer goes to battle. Shuhua milk's key product benefits of "fast-absorption, builds stronger bone‟ is synonymous with these.”, said Sarah Yi, Managing Director, Team Yili, Mindshare China.

This is the third time that the Yili brand has entered the global arena and the second time that Mindshare's has taken the Yili brand into the global marketplace in the last three years. The first time was via a campaign sponsorship at the Beijing Olympics in 2008 and the second time, at the Shanghai Expo in 2010.

“We are very pleased with the Transformers 3 media strategy which Mindshare China has drawn up for us. They have executed our long-term brand building plan perfectly, always finding the right platforms to take the Yili brand out onto the world stage”. Said An-Na, Marketing Director, Liquid Diary Products, Yili.

“When the team at Mindshare China received the media brief from Yili for this, we immediately put our hands up to explore this branded content opportunity. Homegrown Chinese brands are making a mark in the global marketplace and it is important for them to find fresh and creative ways to take their brand out. Yili has intelligently tapped into the Mindshare network, leveraging on our reach and influence to get onto the world map.” Said Melvyn Goh, President, Mindshare China.

Above The Line
In addition to branded content execution, the Yili-Transformers 3 campaign also include above-the-line executions such as television commercial placement across 12 provinces and 20 cities across China, radio adverts across 10 Chinese cities including Beijing, Shanghai, Guangzhou, Tianjin, Dalian, Nanjing, Jinan, Shenzhen, Xi‟an, Shijiazhuang.

Outdoor
In terms of outdoor, media placement include bus shelter adverts across 17 cities as well as subway adverts across Beijing, Guangzhou, Shanghai and Shenzhen.

Print, Online and Search
Print advertisements are placed across tier-one magazines, whilst online executions include an Online Search component. This is where users who key in "Transformer 3" in Chinese script „变形金刚3‟ will be directed to the latest Shuhua Milk online page. When users continue to click through, they will be directed to an online contest on Sina-Weibo, China‟s most popular microblog, where 5,000 movie tickets are up for grabs.

The Yili-Transformers 3 campaign will run for a total of 6 weeks, starting from today until mid-August 2011.


ABOUT MINDSHARE
Mindshare is a global media and marketing services network with billings in excess of $27.8 billion (source: RECMA). The network consists of 114 offices in 82 countries throughout the North America, Latin America, Europe, Middle East, and Asia Pacific, each dedicated to forging competitive marketing advantage for businesses and their brands. Mindshare is a member of WPP, the world‟s leading communications service group with $84.2bn in billings (source: RECMA), and is part of GroupM, the world‟s leading full service media investment management operation, which was created by WPP Group to oversee its assets in this sector. For more information, please visit: www.mindshareworld.com.

Media Contact
Angela Tan | Mindshare China | T:+86 1391 632 5270 | E: angela.tan@mindshareworld.com   

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