One of the last projects I worked on at OgilvyOne was Motorola's Q9 campaign. The Q9 is a PDA phone similar to the Blackberry. We were looking for an idea that would connect with the online Zeitgeist in China, and after a bit of research, Momo's Tuzki became the personification for the product: An omni present bunny that around 50 million Chinese netizens use to express their emotions instantly.
Here is an article from Asian Wall Street Journal about the Tuzki campaign.
In what is my first project with the Japan team, I had the chance to get Beckham act the way I wanted. We had 90 minutes of his time. 30 for a cool viral TV script, 30 for a lame Japan launch TV script, and 30 for a wicked website idea, where you'd actually be able to communicate with a video-Beckham by sending him SMS to his mobile phone. Unfortunately the Japan team shooting the launch TVC overan their time which left us with 10 minutes of Beckham in front of a greenscreen. The boys at North Kingdom though did magic and produced an awesome website, unfortunately without SMS to Beckham. Check it.
When I walked through Beijing airport today I spotted our Cisco IP phone model ;)
The phone is Cisco's only "real life" product, as opposed to all the servers, routers, hubs and switches. We decided to build one with a 50" LCD screen that runs an interactive infomercial. People seem to like it, when I walked by a few people stood there and watched the movie. The client also loves it, of course. It his product, just bigger.
The Audi Q7 launched only this summer in China, but the campaign is from beginning of 2005, kind of a teaser campaign to introduce the car. The car itself is rather unique, its big like a tank, and it costs 120.000 Euros here in China.
The campaign had to create awareness and anticipation around the Q7 launch and generate leads for dealer follow up. So under the brand idea of "discover your own adventure", we came up with an integrated campaign around a broad societal thought: What is the definition of adventure.
We wanted to get user participation and involvement, so we endorsed 16 Chinese celebrities to state their personal adventures in the fields of design, performance, luxury and individualism. Their interviews were then published in four leading Chinese magazines as the "Audi Adventure Chronicles".
The site was the crucial point in the campaign. We wanted it to be functional, especially in terms of User Generated Content, but also show the car off in a really nice way. We decided to place the car outside a villa, set at the highway number one in California. We went down to a 3D studio and started to render out some pictures.
After a week of tweaking, we had a nice house with a lot of content in it. Users can can go outside to explore the car, they can sit down on the table and read the chronicles and through the picture-frame can participate at the "what adventure have you discovered" competition.
Results
252,084 unique visitors visited the site within two months.
32,364 screensaver, 8,875 wallpapers and 29,177 MP3 files were download during the campaign period.
Over 1,500 registrations to obtain more Q7 information and more than 150 qualified entries to the competition.
Check the site here
Motorola signed Jay Chou, one of the biggest pop acts in Asia, to endorse their brand for the next 18 months. The first kickoff campaign was done to promote Motomusic, Motorola's music download service in China.
This is the homepage, where Jay walks in and greets the User. On the top you can log-in to your motomusic account and browse the supported phone models.
Here is a close-up of his arm with the tattoos representing the track names of his new album
This close-up holds the specials like music video, wallpapers etc
Check out the site at http://www.motomusic.com.cn/jaychou
The site's idea is to get closer to Jay Chou. This idea has a background. Jay is endorsing a wide range of products in China. One of the most popular brands for example, M-Zone (China Mobile's youth marketing program) is using Jay for many years already, and his face and style in advertising is quite shaped already. He is a fairly in-approachable star. In our site, fans and consumers, get to see a totally different Jay, a more rough, rockstar like person. The navigation lets the user zoom to a super-close-up on his body, where the actual content is displayed as tattoos bleeding onto his skin.
The site offers quite a cool content. You can exclusively download his newest album as MP3 to your mobile phone (of course one has to pay), as ringtones and you can also stream it for free. Additionally there are very rare and intimate interviews, lots of specials like behind the scenes movie clips, wallpapers etc and last but not least a really cool danec mixer, done by Northkingdom.
We created awareness for the campaign with two TV commercials, banners on Baidu (China's Google) and a super banner on motomusic. We also gave 3 unpublished interview videos to Jay's fanclub and associated websites so they could publish it exclusively and encourage trackbacks, and we uploaded them to youtube and to toodou.com, China's equivalent.
For me personally the coolest thing was to be able and secure Northkingdom to produce the work. It was the first time for any client or agency in Asia, outside Japan, to work with a professional interactive production house. Northkingdom's role was to put all the assets together in flash, video, sound and our layout, and also to produce the video mixer, part of the website.
Check out the site at http://www.motomusic.com.cn/jaychou
See the behind the scenes video
Contagious Magazine wrote about it in their newsletter
Media Magazine in Hong Kong picked up on it
