5. 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
6. 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
7. THE CHINESE MODERN MAN IS SUPER CONNECTED
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
8. 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
9. “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 ery, I 'd st art my own business
Source: MAP Consulting, respondents aged 20-30 yrs
THE ENTREPRENEURIAL DREAM
10. 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
10
11. 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?
14. 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
15. 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
16. Voices of the generation:
Director Jia Zhang Ke and 6 apprentice
17. 2. Be Bold to authenticate the
Brand Value & Attitude
18. 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 !
23. 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
24. 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
25. The role of Digital :
Be Authentically everywhere; where our audiences live and breathe
on the china internet ecosystem
BOUGHT EARNED
OWNED
ADVOCATE
26. v
A Perfect Blend of Paid, Owned, Earned and Participation Platform
Press Launch Campaign Blog Earned Media Paid Media Participation
Nov2010
Video on Blog Campaign Blog Earned MediaTD Video Page Paid Media Participation
Dec2010Jan2011
TD Video PageVideo Section on blog Earned Media ParticipationPaid Media
27. 4. Integration across Media .
Content is king, Media are vehicles to
drive participation
28. 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
29. 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
30. 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
31. 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