Create Value through Emotions and Relevance - a journey to world class brand-Foo Siew Ting
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1 Create Value through Emotions and Relevance – A journey to a world class brand
Transcript of Create Value through Emotions and Relevance - a journey to world class brand-Foo Siew Ting
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Create Value through Emotions and Relevance
– A journey to a world class brand
Who are our consumers?
80’s / 90’s Generation
70’s Generation
Who are We ?
The 80’ s generation
Jason, LS2 (25-35 years old) Chinese male with reasonably good disposable income (personal income RMB 15 K and above), manager or above in multi-national companies, small business owners
Interested in new and cool Like to try new things
Adopt brands that show that he is ‘in the know’
But well accepted by his peers Drink with friends in MOT during weekend and
with business partners during the weekday. Acceptance by peers and group recognition is
key as a reassurance of status & progress
SMS, internet and Entertainment websites
for his weekend parties and new info
He look towards leaders who break barriers, achieve dreams(not money!) by own beliefs
Even if breaking convention !
Look for new and fun ways To interact with the brand in MOT.
But to help them stand out In front of their peers.
Seeking New Ways of drinking. Whisky straight or
with a bit of Water
X
They belong to the emerging, mass affluent True Progressives 25-35 yo
LESS TRADITION BOUND
SEEK MORE THAN FINANCIAL
SUCCESS
MORE TRAVELLED
YOUNGER
MORE CONFIDENT
MORE CONNECTED
MORE INDIVIDUALISTIC
SEEKING AUTHENTICITY
MORE EDUCATED
OLD STATUS Cash / financial worth
= RESPECT
NEW STATUS Intelligence Appreciation Knowledge Connoiseurship Depth / substance Rounded individual Mental as well as financial progress Aesthetic judgement Individualism Self-expression Hedonism Trend awareness
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Belong to the new emerging mass affleunce and status is emerging to more facets.
THE CHINESE MODERN MAN IS SUPER CONNECTED
Sources: CNNIC China Internet Summary September 2009
500m Internet Users in China – largest internet market in Asia and highest growth market
51% are Male
1/3 of all Users Are Aged 20-29 Yrs Old
Spend Approx 17 hours p/week Online.
33% watch Video Content Online.
2/3 share video content in social networks eg QQ and MSN
Digital Ad – 5% of China advertising market
Seeding comments on blogs is popular - Bulletin Board System – heart of social media – 10 M posts/ day
58% purchase decision influenced By on line consumer reviews, rating sites Blogs, forums .BBS and User generated content 66% are influenced by recommendation By friends and families WOM.
Implications – utilise digital to amplify awareness of our campaigns, drive impact And reach communities to drive quality brand perception and engagement
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Largest Internet market on earth Largest unique visitor count 384 M Internet users (January 2010) Annual growth rate 41.9% Big potential: Low penetration rate (Ranges from 15.9% to 22.6%) 49.1% of Chinese online users are in the age range of 20-39 When asked which forms of marketing they do not trust, the top 6 were online (video game ads, SMS ads, banner ads, email ads, pop-up ads) But Chinese consumers respond well to digital (Awareness increase) With a more subtle approach, utilizing social media and WoM equity, digital marketers can expect strong results (Motivation increase) 117.6 M mobile Internet subscribers 133% YoY growth rate over 2007 8 out of top 10 mobile sites are domestic Entertainment (59%), games (36%), music (31%) are top 3 mobile internet website categories Receptive to brand advertising if established via the right channels - Ad NEW DIGITAL LANDSCAPE – MAKE OWN PAGE 383m users A third of this is between 20-29 yrs old Spend average 16 hours p/week online Blogs, BBS, SNS and Gaming strong touch points Remy + Chivas Mini Site Remy Site- asked users to edit and make their own Remy Brand Videos – few up takers Failures – heavily branded content sites with little engagement No strong brand to user engagement – once the site goes live brand/agency remove themselves from active daily engagement Low unique visitors to web pages Low participation in website features Chivas SNS –Kaixin Wang 5000 members Integrated Brand Website with Current Music/Virtual Rock Band Campaign Some Engagement
Now, role models have become the people who boldy and bravely express themselves and pursue their dreams. Han Han (writer, blogger, race driver) for example. He has become an opinion leader among aspiring Chinese.
In the past, the success is defined by wealth and power in business. Zhang Chaoyang (founder of Sohu) and Ding Lei (founder of 163) are the 1st generation in the IT realm.
THEN NOW
THE NEW ROLE MODELS
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Individiauls who succeed on their own terms
“Everybody wants to have a big house and cool car. But ultimately, I want to have my own business
and not to have to work for others”
30
35
40
45
50
55
60
65
70
2002 2006
I f I won t he l ot t e ry , I 'd st ar t my own business
Source: MAP Consulting, respondents aged 20-30 yrs
THE ENTREPRENEURIAL DREAM
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The world sees China as a nation of 1.3bn consumers…. The Chinese see themselves as a nation of 1.3bn producers (ChinaDaily, Mr Ross) Business is in their blood – “I think Cantonese are born with business skills” Hong Shaoying, a 24-year-old editor for a finance newspaper ‘CHINA YOUNG ENTREPRENEURS ASSOCATION’ has seen big growth in its membership numbers – it had 100 members in 1985, 2,000 members in 2005 and now has XXX members
Johnnie Walker Campaign China ( YULU )
1. Objective:
– To inspire the Chinese new generation of consumers to connect with
Johnnie Walker ‘ Keep walking’ values.
2. Insight:
– Chinese 80’s generation consumers want to shape the progress of their
generation
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YULU “ Words of Journey”
Words that inspire a generation 一段话，影响一代人
We recruit 12 of the most progressive individuals in china and ask them this question:
• What will you say to inspire the whole generation?
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We recruit 12 of the most progressives individuals in china and ask them this question . What will u say to inspire the whole generation
Videos
1.Make “Keep Walking” the center of the cultural conversation
Partnering with Giants
British magazine New Statesman listed Han Han at 48th place in the list of "The World's 50 Most Influential Figures 2010. He has 300 Million followers in China.
Jia's films have received critical praise and have been recognized internationally, notably winning the Venice Film Festival's top award for Still Life. He has been described by critics and film directors as being perhaps "the most important filmmaker working in the world today
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Han Han was used as a firestarter to start a conversation about the new generation of chinese not having dreams…he is well suited for this topic as he speaks about topics and issues which affect the chinese generation today Jia Zhangke, a renown director known for his films presenting the truths of today’s chinese society. He was used to create 12 documentary style short films to tell the stories of the successes, struggles and determination of 12 chinese personalities.
Luo Yong Hao Founder of English
school
Pan Shi Yi Chairman of SOHO china Co Ltd
Xu Bing Contemporary Artist Cao Fei
E- commerce vegetable Entrepreneur
Wang Ke Qin Journalist
Zhang Ying President of AOX association
Make “Keep Walking” the center of cultural conversation by
working with 12 pioneers who define the future of China
Zhou Yun Peng Blind singer
Wang Yi Yang Fashion Designer of Zug zug Brand
Zhao Zhong Environmentalist
Zhang Jun Opera Artist
Xiao Peng Young entrepreneur
Huang Dou Dou Chinese Dancer
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We selected 12 true progressives … who are of different stature of different industry. Many of them of their true progress stories , some of which has gone thru real obstacles to achieve their success and achievements. …. We have TP in the business world, we have TP in the art and cultural scene and well known social heros … we also have budding entrepreneurs who define the young generation and represent the new chinese
Voices of the generation: Director Jia Zhang Ke and 6 apprentice
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Partner with the famous director for china generation who defines the chinese culture and generation and his mentors hip is an exemplification of progress story. His motivation of working on this project …. Is to help the young generation creates inspiration and inspire progress for the china nation.
2. Be Bold to authenticate the Brand Value & Attitude
We are pioneering by showing unadulterated truths, by working with people that are defining the future of China and by stepping further towards enabling progress of people in authentic, participatory ways
“Keep Walking” as an Attitude !
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The insight is the new chinese generation want to progress and they want to connect with the real authentic storeis. Following the global mojo, we want to be able to demonstrate our pioneering values by working with the people that define the future of china and demonstrating unadultered truths . And encourage participation in a really authentic way.
Video • Wang Ke Qin
Video • Zhang Yin
3. Focus on getting Chinese 80s generation to repeatedly participate to drive their engagement
Written a blog
32%
Written a blog
88%
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In America, only 32% of the online population has created a blog or an online entry… In China, 88% of the online population has created a blog and half of them are active… There are 400million internet users in China.
Communication Idea : Words that inspire a Generation
Participative Platform :
Inspire A Generation of Chinese Consumers with Keep Walking
ADVOCATE Create opportunities for our
content to be shared, to reach a wider audience
Create platforms for consumers to participate and engage.
Leverage on the speed and penetration of the internet to
amplify our content
Digital Marketing STRATEGY: Be Authentically everywhere; where our audiences live
and breathe on the china internet ecosystem
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The Digital Marketing Strategy brings the comms idea alive. There are 3 key principles which drive everything we do – Amplify (are we amplifying our content enough?) Advocate (have we got the right influencers, are we allowing consumers to share content easily?) Participate (are our assets and ideas participative – will it appeal to the chinese consumer?)
The “Always On” approach to inspiring a new generation JAN – MAR 2011
Han Han Fire start the conversation
Han Han video blog & JIA’s Movie Project Announcement
Iconic Films
Objective: Provoke a discussion &
start the campaign
Objective: Build depth & generate
conversations
Objective: Drive viewership of iconic films Encourage user created content
Create the inspiration with behind the scene and video Blog
Annoucement of YULU Project
12 inspiring stories Encourage participation
Participate with your right to
vote for your generation
Participate with your own words
to inspire your generation
Participate with your own stories
to add to the movement
NOV – DEC 2010 DEC 2010 MAR – JUNE 2011
Series of short films showing their dreams journey
Objective: Drive viewership and
commentary of dreams of today’s generation
Participate with your dreams and have your say in which dream will
inspire your generation
Making your dream to inspire a new generation Come True – keep Walking
fund
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We built an engagement blueprint which enabled us to be always on, engaging consumers in different ways on the same topic… It allowed us to have speed to market, agility and flexibility to be opportunistic to responses from consumers.
The role of Digital : Be Authentically everywhere; where our audiences live and breathe on the china internet ecosystem
BOUGHT EARNED
OWNED
ADVOCATE
v A Perfect Blend of Paid, Owned, Earned and Participation Platform
Press Launch Campaign Blog Earned Media Paid Media Participation
Nov
201
0
Video on Blog Campaign Blog Earned Media TD Video Page Paid Media Participation
Dec
201
0 Ja
n 20
11 TD Video Page Video Section on blog Earned Media Participation Paid Media
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At every stage of the campaign, the consumer is led through a journey of different content which allows him to experience and engage with the brand, and with other consumers.
4. Integration across Media . Content is king, Media are vehicles to drive participation
v What have we done - Pioneering Participation Platform
6 Jan - Launch 3mins Iconic
film 12 stations
2 X 30sec TV 12 cities First Han Han Video Blog
Ever !
Launch Campaign Blog, Twitter & Video
Channel
Consumers participate by voting
for ‘dreams’
MAKING OF Videos To prime the premiere
Press conference –
announce project
5 Jan Premiere : Unveiling of 12 films
Live telecast of event
12 films in digital Weekly Trailers
UGC to participate with their stories & words
Top TV Talk Shows
BOUGHT EARNED
OWNED
2 Billion Impressions
120 brand bloggers reaching 10.7 Million Consumers to make Johnnie Walker the #1
most talked about whisky brand
Engaging 6.7 Million Unique Consumers
on our owned digital assets
Results – exceed expectations Impacted 73mil consumers. Achieved 44 M media value
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For Earned – we are 300% above our target For Owned – We are 170% above our target
Conversations of consumers : Inspired by the campaign 鸭子蛋： There’s never an advertising which makes the audience have so strong response. I watched all 12 films. The central idea is fascinating. The society has been disappointing, and such films give us strength.
一只翅膀的熊： It’s actually an advertising, but without showing the product. It’s all about the stories from ordinary people, so it’s very touching for me. U can all find the whole films and watch them, the photograph and music are all from the best production.
阿三木君： Material possessions and spiritual wealth are like two wings of a bird, u can’t fly just with one. Me? I don’t have material possessions, spiritual?? I hope I still can fly. I saw rarely this kind of advertising, as a consumer I’ll consider buying Johnnie Walker. I hope more company in the future will use this way to promote, other than talking about commercial thing and money
I found out the all the comments in Caofei’s 菜生活 website are from people who have viewed his YULU film. This is the extra power of this Advertising
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Inspired by the stories , want to achieve their dreams…. Types of dreams.
Become one of the most talked about campaign in the marketing communications community . A total of 13+ Industry Awards from
AME, Effie , Campaign Asia etc
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Helps us set the pace for future projects and longevity of following in the industry and media partners
Recruitment KV As a result ….. YULU 2.0 and more………..
Video
• JW House Shanghai
Overview Night Shot
Johnnie Walker House Beijing
1F Distillation Model
1F King Street Reception 1
1F King Street Reception 2
1F Willow Art Wall
1F Alexander Walker Blending
Room
2F John Walker & Sons Room
2F Patronship Lockers
2F Odyssey Lounge 2
B1 1910 Room
B2 Niang Bar Entrance
B2 Niang Bar Gate
B2 Niang Bar 1
B2 Niang Bar 2
Thank You
