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Greater China PR Campaign of the Year


Gold
Campaign Title

China Gets Colourful
Client

AkzoNobel Swire Paints
Agency

Ketchum

 Dulux wanted to expand its market presence in China and be as well-known there as it was internationally as a manufacturer of quality wall paint. But there was an obstacle. Chinese consumers only repaint their walls on average every 8.8 years. And when they do, 60 percent use only white paint as anything else is considered too risky. Chinese people were resistant to colour itself.

To embolden consumers Ketchum turned to interior designers and technology. It decided to enlist both to make a dramatic impression for Dulux with the combined launch of the ColourFutures 2017 colour trend report and the debut of the Dulux Interior Design Awards at a colourful event to drive publicity and participation.

Knowing that seeing is believing, the welcome reception featured a virtual reality paint simulator and devices pre-loaded with the Dulux Visualiser app, to bring to life how a room space would look when painted with the latest colours from the ColourFutures report. The TED-style presentation integrated a 73-metre, 270-degree panoramic screen and a 3D holographic projector to give a high-impact visualisation of the latest colour palettes on indoor spaces. Post-event, Ketchum engaged KOLs and interior design BBS platforms to seed long stories and social topics of interest among designers.

Among the 300-plus guests and designers that attended the event were more than 60 media outlets, including virtually all interior design media nationwide—341 reports and features on ColourFutures 2017 and the awards launch reached an audience of 17.8 million. KOLs and BBS platforms reached a further 100 million—4.5 million with a designer profile—and generated nearly 2.4 million interactions. The awards received 160 high-quality entries, exceeding campaign expectations. The buzz generated helped position Dulux as the leading colour expert and top-of-mind choice for interior designers and consumers in China.

Silver
Campaign Title

Blame It All On Fine Dust
Client

iRobot
Agency

Edelman China

 To generate hype and driving online conversations about the iRobot Braava jet mopping robot during its launch period in China, Edelman deep-dived into the cleaning habits of consumers in China. Consumers had a strong need to clean the ‘fine dust’ in their homes. To do so, Chinese consumers often resort to mopping and wet-wiping the major surfaces in the home, including the floors.

As the main focal point of the Braava jet is its ability to wet mop floors, the agency set out to engage and educate consumers of the advantageous functions of iRobot through an engaged and guided online survey of Chinese cleaning behaviours, a vivid infographic of the research results, a creative video and an interactive HTML 5 game. The research revealed crucial consumer insights that machine cleaning is becoming increasingly popular for consumers in China, and keeping their homes clean is still one of the most important tasks and challenges for most middle-income families with pets or young children.

To turn these insights into something tangible and relatable, Edelman partnered with top Chinese popular science community, Guokr, to create a video pitting the iRobot Braava jet against different conditions such as housemaid cleaning and no cleaning. Furthermore, to intuitively educate the consumers of iRobot’s functions and to emotionally connect them to the little robot, an HTML5 game was launched where the players could act as the Braava jet and destroy ‘fine dust’ monsters on their own.

In addition, bloggers, internet personalities and Guokr’s owned platforms were used to promote the research, the video and the game throughout the campaign period. The campaign successfully promoted the ideas among the target consumers that with iRobot, they could stay healthy by eliminating fine dust, and generating more spare time to enjoy life with family.

Bronze
Campaign Title

Baidu’ AR restoration campaign of nine city gates in old Beijing
Client

Baidu
Agency

Bluefocus Digital

 The old Beijing is a model of city planning and history with lots of ancient buildings. Especially the inner gates of Old Beijing were not only the important channels for Beijing to bring in food, coal and water, but also the cultural heritage of the Chinese nation. However, the history of the development of Beijing is the history of its gates disappearing. Sixty years ago, due to the urbanisation, the nine gates, including Chaoyangmen, Chongwenmen, Xuanwumen, were demolished. With the old memory of Beijing going, the 20 million people living in Beijing today know little about its history and have no emotional connection and spiritual resonance with Beijing.

Therefore, to rebuild the emotional connection of modern people with the city where they live, Baidu decided to restore the city memory and chose to start its restoration from the nine city gates in old Beijing. Baidu used AR technology to construct the 3D dynamic models of these gates and users can experience AR restoration simply by taking and scanning pictures. Meanwhile, Baidu decorated one subway train on Line 2 with the old pictures of nine gates to display the restoration—as this line passes through the original sites of nine city gates every day, and give passengers shuttling between the gates an immersive 3D experience. Baidu also linked search technology and AR technology for the first time, enabling more people to have the opportunity to go into the city.

More than 2 million people participated in this activity in various ways. Domestics and overseas media, including CCTV, Xinhua News Agency, Forbes and MIT, have carried out large-scale reports on the campaign.