Yili campaign by Ogilvy & Mather tells the tales of ordinary Chinese people
18 May, 2012
Series of Outdoor Print Ads, Microfilms, TVCs and Digital Engagement Promote a Healthy Lifestyle
— Yili, the leading Chinese dairy brand and official Olympic sponsor of the Chinese Sports Delegation, and Ogilvy & Mather Advertising Beijing have launched a new brand campaign, “Let’s Olympic Together,” to uncover ordinary people’s extraordinary stories. Targeting mainland Chinese consumers, the campaign consists of a series of emotionally engaging outdoor print ads, microfilms, TVCs and digital engagement initiatives that inspire consumers to embrace a healthy lifestyle so that they can realize their own “Olympic” dreams.
Teaming up with Chinese online video-sharing platform Youku, O&M Advertising created five microfilms that are being launched online, on TV and outdoors. The first microfilm, “Happy Backpackers,” features an elderly traveling couple who have made world travel their personal “Olympic” challenge. Since the 2008 Beijing Olympic Games, the couple has backpacked through 46 countries in all seven continents with the belief that good health allows them to travel with an “Olympic” spirit. The second microfilm, “Run Lao Li,” introduces an elderly but avid marathon runner while “Basketball player Han Wei,” launching next weekend, highlights a man who is widely regarded as China’s premier exhibition basketball player. Specializing in basketball tricks, he started teaching young kids how to play after he became disabled. Two additional microfilms will be released in the coming weeks.
In less than one week, “Happy Backpackers” had already been viewed more than 10 million times with “Run Lao Li” attracting more than 2 million in the first two days alone.
In addition, O&M Advertising created two online video teasers in which renowned Chinese track and field Olympic gold medalist Mr. LIU Xiang invites consumers to upload their own “Olympic” story videos onto Youku.
As a leading brand in China, Yili also wanted to help convey the Olympic spirit of the Chinese people to friends from all over the world so the team decided to take these touching and personal stories to the streets of London during the Games.
Winning video entries will be displayed as print ads, designed by O&M Advertising, on 400 of London’s iconic Routemaster double-decker red buses that will be in operation during the Olympic Games this summer from July 23 to August 19.
A spokesperson from Yili’s brand management team said, “In this Olympics campaign, we want to convey that Yili believes good health is essential for people who want to achieve their dreams and live life to the fullest. We hope to appeal to consumers on a deeper emotional level about the importance of a healthy lifestyle. This has been one of Yili’s core messages since our rebranding effort in 2011.”
President of O&M Advertising China, Raymond Tao, said, “In China, achieving more in the Olympics means more champions, gold medals and honor – and for Chinese consumers, the Games also elicit feelings of national unity, strength and pride. For this campaign, we wanted to do more than simply highlight the star power of celebrity athletes so we focused our lens on ordinary consumers whose real life stories are often deeply personal and moving.”
Yili’s “Let’s Olympic Together” campaign will run on Youku from April to June 2012. “Happy Backpackers” is airing as a 30-second TVC on CCTV and other local channels and as a 15-second spot on outdoor screen displays. Audiences are invited to upload their own Olympic story videos onto Youku from April through May. Print ads will run on the London Routemasters starting in July. Watch the microfilms:
(Please note the same teaser appears at the beginning of both videos. Stay tuned for the longer film after the teaser. It will play automatically.)
Happy Backpackers: http://v.youku.com/v_show/id_XMzgxMzE0NTI4.html
Run Lao Li: http://v.youku.com/v_show/id_XMzkxNjQyMTU2.htm
Project title: “Let’s Olympic Together”
Brief: To uncover the extraordinary Olympic stories of ordinary people and to emotionally appeal to consumers to embrace a healthy lifestyle to realize their own Olympic dreams
Creative agency: Ogilvy & Mather Advertising Beijing
Creative Director: CQ Chen
Art Directors: Ivan Lee, Wei Tian, Xiu Feng
Copywriter: CQ Chen
Account Management: Raymond Tao, Cheng GU, KS Hung, Philip Wang, Kevin Li, Ivy Deng, Sarah E
Exposure: Digital, TV, OOH For photos or more information, please contact:
Sarah Guldin email@example.com
(86 10) 8520 6552 www.twitter.com/ogilvychina
Sina Weibo: http://t.sina.com.cn/ogilvy About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather 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