Yihaodian liberates Chinese grocery shoppers

13 July, 2012


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Video & Print Campaign by O&M Shanghai Finds Humor in a Tedious Task

SHANGHAI — Yihaodian, one of China’s leading e-commerce websites, has teamed up with Ogilvy & Mather Advertising/Shanghai to launch its latest “The Best Choice” campaign to spark a conversation about grocery shopping. The new campaign consists of a series of funny videos and print ads that dramatize the stress of grocery shopping for many urban Chinese who lead hectic and fast-paced lives.

In one of the 30-second videos a young man waiting patiently in line at the supermarket checkout suddenly sees the shopper in front of him yell for all her relatives to cut in line as she is about to check out. The aggravated young man bursts into a snail (literally) and slowly inches toward the checkout. The three other videos show similarly unpleasant grocery shopping scenarios such as carrying heavy grocery bags home and going through tedious product exchange/return processes, but with dramatic yet lighthearted endings.

“The booming development of e-commerce in China allows urban consumers to place orders online or by phone and to have products delivered to their doorstep all on the same day. This eliminates the inconvenience of having to navigate crowds, standing in long lines and carrying heavy bags home,” said Dr. YU Gang, Chairman of Yihaodian. “Coinciding with Yihaodian’s fourth anniversary, this campaign takes a creative and humorous approach to demonstrate how grocery shoppers can save time and money, and be less stressed, by buying online instead.”

YUAN Yong, Managing Director of Ogilvy & Mather Advertising/Shanghai said, “Yihaodian is a big player in the e-commerce sector. To position it as the leading online destination for grocery shopping in China we came up with four common – and annoying - supermarket scenarios and contrast these with the ease of using Yihaodian’s convenient online service. The results are a series of over-the-top but funny ads that will stick in consumers’ minds and hopefully bring a chuckle to their day.”

To maximize its impact, the print ads and video series will be shown through multiple channels: online and on screens in buildings, taxis and subways from June-December 2012 in first and second tier cities in China.

View the “Snail” and “Donkey” video spots now:
http://www.tudou.com/programs/view/3hS02c6gHG4/?resourceId=0_06_02_99  
http://v.youku.com/v_show/id_XNDIyODMzNTcy.html  

CREDITS
Project title: “The Best Choice”
Client: Yihaodian
Brief: Create a campaign to position Yihaodian as the premier online grocery shopping website for urban Chinese consumers
Creative agency: Ogilvy & Mather Advertising Shanghai
Planner: Morgan Cao
Account: Tracy Cao, Nicole Hu, Eden Wu
Creative Director: Thomas Zhu
Art Director: Koko Huang
Copywriter: Kiddy Wang
Agency Producer: Vivian Wu
Production House: PRO Films
Exposure: Touch media, focus media, digital, OOH

For photos or more information, please contact:
Wendy Fung
Corporate Communications
Ogilvy & Mather China
wendy.fung@ogilvy.com
+86 (10) 8520 6223

About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @OgilvyWW and on Facebook.com/Ogilvy.

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