Category: Ambient Media (Large Scale)
Advertiser: FAMILY CARE FOR GRASSROOTS COMMUNITY
Product/Service: LESS ONLINE TIME AND MORE FAMILY TIME
Agency: DDB CHINA GROUP
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: Jody Xiong (DDB China Group)
Copywriter: Leo Liu/Jody Xiong (DDB China Group)
Art Director: Jody Xiong/William Zhang/Jack Xuan (DDB China Group)
Producer: George Ooi/Rico Zhang (DDB China Group)
Production Director: James Chen (DDB China Group)
Designer: Jody Xiong (DDB China Group)
Photographer: Nicholas Siau (Win Shanghai)
Photographer: King Zhang (Win Shanghai)
Photographer: Alex Chen (DDB China Group)
Typographer: Jody Xiong (DDB China Group)
Illustrator: Jody Xiong (DDB China Group)
Planner: Jenny Liu (DDB China Group)
Director: Jody Xiong (DDB China Group)
Media placement: Installation - IT Mall - 12 November 2011
Describe the brief/objective of the direct campaign.
Of the half a billion ‘netizens’ in China, many are unaware of how being online can alienate their families. Family Care For Grassroots Community is a non-profit organisation dedicated to community building and family care. They wanted to communicate their call for spending less time online and more family time, in a ground-breaking way.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We interviewed families that have poor relationships due to the overuse of computers and recorded true scenes in their families. We then made 115 figurines - crafted in the likeness of these family members, recreating the scenes of them overusing computers. Next, we set up a massive installation in an IT mall and put these figurines in sealed glass jars of different sizes. The glass jars with figurines were arranged in the form of a keyboard, just like all the real-life family members being isolated in the keys. We also extended the installation to outdoor plazas, hotels and metro stations.
Explain why the creative execution was relevant to the product or service.
Netizens aren’t aware of the isolation that computers bring to their families unless they see it. So we recreated these scenes for them, letting them feel that their family might be just like one of these isolated families.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
During the 2 months of the exhibition of our outdoor installation, an estimated audience of 1,800,000 was reached. 89% of them said they would like to spend less time online and more time with their families. Hundreds of TV stations, magazines, newspapers and websites reported the campaign, creating a hard hitting topic in China. On Weibo (Chinese Twitter), it also attracted 35,700 retweets and 8,296 comments. After the exhibition tour, the installation was collected and exhibited by Zendai MOMA.