HAPPY BIRTHDAY, CHINA! by Cc&e Guangzhou for DEPPON

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HAPPY BIRTHDAY, CHINA!

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market China
Agency Cc&e Guangzhou
Director Jingbo Li, Gun Yang
Creative Director Sunny Yang \ Reeves Lin
Art Director Sky Lin, Cc Gong, Marco Zhan, Zhenxing Song
Copywriter Daming Zheng, Bifeng Tang, Ted Ding, Leo Zou \ Tango Wang \ Khaikai Huang, Honghai Zheng, Yufei Cai
Producer Tao Liu, Zutao Wu
Released September 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: DEPPON EXPRESS
Product/Service: LOGISTICS COMPANY
Agency: CC&E GUANGZHOU
Date of First Appearance: Sep 20 2009 12:00AM
Entrant Company: CC&E GUANGZHOU, CHINA
Chief Creative Officer: Daming Zheng (CC&E Guangzhou)
Creative Director: Tango Wang (CC&E Guangzhou)
Creative Director: Sky Lin (CC&E Guangzhou)
Creative Director: Sunny Yang (CC&E Guangzhou)
Copywriter: Daming Zheng (CC&E Guangzhou)
Copywriter: Tango Wang (CC&E Guangzhou)
Copywriter: Honghai Zheng (CC&E Guangzhou)
Copywriter: Ted Ding (CC&E Guangzhou)
Copywriter: Yufei Cai (CC&E Guangzhou)
Art Director: Sky Lin (CC&E Guangzhou)
Art Director: Zhenxing Song (CC&E Guangzhou)
Art Director: Cc Gong (CC&E Guangzhou)
Art Director: Marco Zhan (CC&E Guangzhou)
Agency Producer: Yumi Cen (CC&E Guangzhou)
Digital Planner: kevin Zeng (CC&E Guangzhou)
Digital Designer: Qmax Wu (CC&E Guangzhou)
Producer: Zutao Wu (Only Production Ltd.company)
Producer: Tao Liu (Only Production Ltd.company)
Director: Jingbo li (Only Production Ltd.company)
Director: Gun Yang (Yi Xing Advertising Ltd.company)
Media placement: Website - Youku - 20 September 2009

Describe the brief/objective of the direct campaign.
Deppon is the 3rd largest local logistics company, yet it is not well-known. We planned to use Internet media to complete an interactive campaign to make Deppon rise to fame and win everyone's heart.

Explain why the creative execution was relevant to the product or service.
Every day, over 2,000 Deppon trucks pass by, but nobody pays particular attention to them. If we activate this running outdoor media, Deppon brand will become well-known. After the launch of this video, Deppon trucks successfully attracted people's attention. Deppon truck drivers became web celebrities, and were called Brother Horn by net-surfers.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Like people around the world, Chinese love to share and create videos on the Internet, because it can generate broad coverage and influence in a short time. October 1st 2009 was the 60th Anniversary of China, a spotlight of the year, thus we created a viral video ; Happy Birthday, China.

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.
*8,091,235 clicks within 10 days. *Comments reached = 9300 *Over 40 websites shared the video. *Heated discussions in 280 forums. *1,630,000 pieces of relevant news in Google. *11 TV stations and 23 newspapers covered this campaign. *In one month,Total views reached 10,238,234.Event exposed 1,491,397,689 times. *Deppon business increased by 206.67%.People found Deppon trucks everywhere. *Now, Deppon Express has become the most known and preferred local logistics company in China.