Category: Retail & E-Commerce, including Restaurants
Advertiser: ZENDAI ART SUPERMARKET
Product/Service: ART SUPERMARKET
Agency: DDB CHINA GROUP
Chief Creative Officer: Michael Dee (DDB China Group)
Creative Director: Jody Xiong (DDB China Group)
Copywriter: Jason Jin/Leo Liu/Jody Xiong (DDB China Group)
Art Director: Jody Xiong/William Zhang/Jack Xuan/Cong Ding (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: Keno Zhao/King Zhang (Win Shanghai)
Illustrator: Jody Xiong (DDB China Group)
Typography: Jody Xiong (DDB China Group)
Planner: Jenny Liu (DDB China Group)
Director: Jody Xiong (DDB China Group)
Media placement: 3D poster - Streets in Shanghai downtown - 16th August 2011
Describe the brief/objective of the direct campaign.
Most Chinese people don’t buy original art pieces because of the perception that original art is expensive and exclusive. Shanghai Zendai Art Supermarket is the biggest affordable-art marketplace in China. 90% of its original art pieces are affordably priced from $2 to $300. Zendai’s mission is to make people actually believe that original art can also be accessible.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our idea: Art, for the price of everyday items. We installed actual everyday items on big canvas boards, re-illustrating some of the greatest art pieces, such as Roy Lichtenstein’s ‘Girl With Hair Ribbon’, Jackson Pollock’s ‘Number 14 Gray’, Egon Schiele’s ‘Self-Portrait, Nude’, El Lissitzky’s ‘Victory over the Sun’ and Joan Miró’s ‘Head of a Catalan Peasant’. We then exhibited our works on the streets, where everyday folk could appreciate them. A QR Code was printed on the label beside each ad, linking directly to Zendai’s website, where people could browse all the original art pieces and buy their own.
Explain why the creative execution was relevant to the product or service.
Most Chinese people don’t buy original art pieces because of the perception that original art is expensive and exclusive. So we designed our 3D, re-illustrating some of the greatest art pieces by installing actual everyday items on big canvas boards. Making people see that art can be just the price of everyday items.
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.
Since the campaign’s launch, mass influences have been generated. Related posts reached 37,800 over the internet. Our outdoor ads were invited for an exhibition in Zendai Art Museum. The campaign also attracted several TV special reports. Zendai’s visitor numbers rose by 68%, online traffic and website visits shot up by 126% and overall sales increased by 57%.