Advertiser: BAIDU
Agency: BAIDU
Category: Corporate Information
Advertising campaign: CHEER FOR CHINA
Senior Creative Executive: Lai Yuan (Baidu)
Creative Director: Qu Bo (Baidu)
Brief Explanation
【Challenge】To draw attention from sports to children in Chinese poor area who lack sports facilities during London Olympics by taking advantage of it.【Idea】Searches of certain Olympics related key words on Baidu would turn to ”Cheer For China” and enabled collections of Olympic badges from result pages. Collected golden medals led to Baidu’s cash donations for facilities. 【Result】 220 million participants, 400% increase of search frequency about Olympics on Baidu, 12 million comments on social media, 130 media reported 60000 students in 200 primary schools benefited.