| AD STARS 2011 | ||
|---|---|---|
| TV/Cinema | Cosmetics/Beauty | Silver |
Category: Titanium and Integrated
Advertiser: 361
Product/Service: SPORTSWEAR
Agency: OGILVY SHANGHAI
Date of First Appearance: May 17 2010
Executive Creative Director: Kevin Lee (Ogilvy Shanghai)
Creative Director: Adams Fan/Kelvin Leong (Ogilvy Shanghai)
Copywriter: Adams Fan/Ryan Falch/Pickle Guo (Ogilvy Shanghai)
Art Director: Zhang Lei/Kevin Lee/Kelvin Leong/Haibo Huang/Xiao Kun/Tianli Liu/Chookian Khoo (Ogilvy Shanghai)
Designer: Zhang Lei/Kevin Lee (Ogilvy Shanghai)
Typographer: Kevin Lee/Zhang lei (Ogilvy Shanghai)
Agency Producer: Aywei Wong/Weisian Lee (Ogilvy Shanghai)
Post Production: Attic Post (Attic Post)
Post Producer: ChyeYee Chow
Editor: Wang Fang
Motion Graphics: Jeep Chow
Sound Studio: (Hush Studios, Shanghai)
Account Supervisor: Jizheng Liu (Ogilvy Shanghai)
Media placement: Website - Website - May 17, 2010
Media placement: TV - TV - May 17, 2010
Describe the campaign/entry
BRAND BACKGROUND
361 is one of China’s 3rd largest sportswear brands specializes in footwear, apparel and accessories.
CHALLENGE
Just like the rest of the world, China loves the World Cup more than any other sporting event. But this year there was one major problem: Time zones. The final match of the evening was broadcast at 2:30 am in China. By the time the match is ended, it’s almost time for work again. Millions of fans would either struggle to drag themselves back to the office, take sick leave or miss the matches.
361 wanted to give these dedicated fans the one thing they would need most. More sleep.
IDEA We delayed the workday. We proposed that companies begin working 1, 2 or 3 hours later than usual and stay the same number of hours at end of the day.
Describe how the campaign/entry was launched across each channel in the order of implementation
We used RenRen - China's largest social media site to influence colleagues into petitioning the boss. Our application empowered employees to rally together and send petitions to delay the workday.
HR DEPARTMENT: Petitions were sent to the HR department.
BOSS: Finally, the boss received the collection and felt the pressure to delay the workday.
Give some idea of how successful this campaign/entry was with both client and consumer
7,211,075 petitions were sent Covered by CCTV, Sports Illustrated and other major news networks Covered by over 540,000 blogs 4,102,954 people had their workday delayed 12,508 global and local companies participated in the project Generated US $5.7 million worth of free media coverage and "DELAY THE WORKDAY" became a popular online saying.