MAKE SCHUMACHER BECOME YOUR DRIVER by Hantang Communications Group for HYX CHINA GROUP

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MAKE SCHUMACHER BECOME YOUR DRIVER

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market China
Agency Hantang Communications Group
Director Li Wei Ran, Cobble Fang
Released October 2009

Credits & Description

Category: Best Low Budget Campaign
Advertiser: HYX CHINA GROUP
Product/Service: HYX CLOTHING
Agency: HANTANG COMMUNICATIONS GROUP
Date of First Appearance: Oct 29 2009 12:00AM
Entrant Company: HANTANG COMMUNICATIONS GROUP, Shanghai, CHINA
Group Creative Dierctor: Wayne Huang (Hantang Communications Group Shanghai China)
Creative Dierctor: Eden Cheng (Hantang Communications Group Shanghai China)
Copwriter: Doris Lu (Hantang Communications Group Shanghai China)
Copwriter: Tao Jie (Hantang Communications Group Shanghai China)
Account Director: Kelly Jiang (Hantang Communications Group Shanghai China)
Linguister: Kyle Tsao (Hantang Communications Group Shanghai China)
Copwriter: Fang Yuan
Director: Li Wei (Hyx Brand Center)
General Manager: Chen Zhong Wei (Hyx Brand Center)
Director: Cobble Fang (Hyx Brand Center)
Media placement: Living Broadcast - 2 Hours - CCTV 5 - 2 Nov. 2009 - 4 Nov. 2009
Media placement: Internet-1 Spot - Middle China Business, Sports News - 4 Nov. 2009
Media placement: Internet-6 Spots - Sina.com, F1/Collection - 4 Nov. 2009
Media placement: Newspaper - 1 Spot - Oriental Sports Daily, Viewpoint - 6 Nov. 2009
Media placement: Internet - 11 Spots - Sohu.com, 09 Hegemony Of World Race News/Social News - 6 Nov. 2009
Media placement: Newspaper - 1 Spot - Private Economy News, Private Track - 7 Nov. 2009
Media placement: TVC - 4 Spots - CCTV, Sports News - 9 Nov. 2009
Media placement: Newspaper - 3 Spots - Modern Flash Report, Sports - 11 Nov. 2009
Media placement: Newspaper - 2 Spots - China Sports, Engine - 1 Dec. 2009
Media placement: Internet - 6 Spots - QQ.com, Racing - 6 Nov. 2009

Describe the brief/objective of the direct campaign.
During the financial crisis, many businesses cut their budgets. The challenge for HYX, Beijing Olympic Games official apparel sponsor, was how to maximize their brand awareness with minimum investment? Most of our target audience are sports fans.

Explain why the creative execution was relevant to the product or service.
By bidding for Michael Schumacher's co-pilot seat , we could get sports fans attention and participation.We used ROC and Schumacher's fame to enhance HYX's brand familiarity and reputation in the consumers mind.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We worked with Race of Champion (ROC) to carry out the ''making Schumacher become your driver'' campaign in the Beijing National Stadium. On 10th October, The Media announced the news ''you can bid for the opportunity to sit beside Michael Schumacher''. HYX won the bidding for the seat. During the ROC, China National TV (CCTV) broadcasted the race with HYX's CEO, sitting next to Schumacher. Some people stated ''Schumacher didn't win this competition but the real victory belonged to HYX'' which became the hottest topic on the web.

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.
Over $ US 800,000 worth of media coverage (by bidding $US33,700). The ROI is 2300%. 86,550 capacity crowd in the stadium and hundreds million TV viewers. There were over 8,000 news searches on Yahoo and Google regarding HYX and everybody was talking about it. 12% of our target audiences actually think that HYX is ROC's sponsor. In that month, HYX's sales increased more than 8% over the previous year, despite the challenge of economic condition. the person sitting next to the superstar became the focus this time.