Haomei Aluminum Co: NOISY OUTSIDE

Credits & Description:

Category: Event and Field Marketing

Advertiser: HAOMEI ALUMINUM

Product/Service: SOUNDPROOF WINDOWS

Agency: LEO BURNETT GUANGZHOU

Date of First Appearance: Mar 9 2010 12:00AM

Entrant Company: LEO BURNETT GUANGZHOU, CHINA

Executive Creative Director: Chong Kin (Leo Burnett Guangzhou)

Creative Director: Darren Zhang (Leo Burnett Guangzhou)

Creative Director: Jennifer Wang (Leo Burnett Guangzhou)

Creative Director: Well Tan (Leo Burnett Guangzhou)

Copywriter: Chong Kin (Leo Burnett Guangzhou)

Art Director: Chanson Li (Leo Burnett Guangzhou)

Designer: Li Hu (Leo Burnett Guangzhou)

Business Director: Jon Leung (Leo Burnett Guangzhou)

Account Manager: Nikko Zeng (Leo Burnett Guangzhou)

Media placement: Direct Mailing - Promotion Event - March 9, 2010



Describe the objective of the promotion.

To promote Bucalus’s reliable soundproof systems, special musical cards were created in order to arouse interests in an engaging way.



Describe how the promotion developed from concept to implementation

'BbBbBbBbBbBb' is… In 2009, manufactured more than 1.1 million cars, boosting China up to the second biggest market in the world.
'WaWaWaWaWaWa' is the noise heard everywhere during every major Chinese festivals, especially before CNY, when millions of labourers go back home to celebrate with their families. It’s when the train stations are extremely packed and noisy.

'DaDaDaDaDaDa' is the noise from the numerous construction sites in China with the government’s RMB 4 trillion financial support for domestic growth.



Describe the success of the promotion with both client and consumer including some quantifiable results

After the campaign was launched, Bucalus's business increased around 9% within 2 months and more potential business partners visited the client's factory.



Explain why the method of promotion was most relevant to the product or service

The covers of the cards mimic Bucalus’s windows, and upon opening, noises on the streets commonly heard in China on a daily basis – from construction sites, crowds and traffic jams – hits the audience. Once they “close the window”, they shut out the urban noise completely.