361° Outdoor, Case study DELAY THE WORK DAY by Ogilvy & Mather Shanghai

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Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market China
Agency Ogilvy & Mather Shanghai
Art Director Tianli Liu, Xiao Kun, Kelvin Leong, Haibo Huang
Copywriter Ryan Falch, Adams Fan, Pickle Guo\lisa Wan
Photographer Chookian Khoo
Typographer Kevin Lee, Zhang Lei
Editor Wang Fang
Released March 2010


Spikes Asia 2011
Promo & Activation Product & Service Bronze
Media Use of Media Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Social Media Marketing
Advertiser: 361
Executive Creative Director: Kevin Lee (Ogilvy Shanghai)
Creative Director: Adams Fan/Kelvin Leong (Ogilvy Shanghai)
Art Director: Zhang Lei/Kevin Lee/Kelvin Leong/Haibo Huang/Xiao Kun/Tianli Liu (Ogilvy Shanghai)
Copywriter: Adams Fan/Ryan Falch/Pickle Guo (Ogilvy Shanghai)
Designer: Zhang Lei/Kevin Lee (Ogilvy Shanghai)
Typographer: Kevin Lee/Zhang lei (Ogilvy Shanghai)
Photographer: Chookian Khoo (Ogilvy Shanghai)
Agency producer: Aywei Wong/Weisian Lee (Ogilvy Shanghai)
Post production house: Attic Post (Attic Post)
Post Producer: ChyeYee Chow (Attic Post)
Editor: Wang Fang ()
Motion Graphics: Jeep Chow ()
Sound Studio: Hush Studios, Shanghai (Hush Studios, Shanghai)
Account supervisor: Jizheng Liu (Ogilvy Shanghai)
Results and Effectiveness:
7,211,075 petitions were sent. Covered by CCTV, Sports Illustrated and other major news
networks. Covered by over 540,000 blogs.
4,102,954 people had their workday delayed 12,508 global and local companies participated
in the project. Generated US $5.7 million worth of free media coverage and 'DELAY THE
WORKDAY' became a popular online saying.
Creative Execution:
We delayed the workday. We proposed that companies begin working 1, 2 or 3 hours later
than usual and stay the same number of hours at end of the day.
HOW IT WORKS Use RenRen - China's largest social media site to influence colleagues into
petitioning the boss. Our application empowered employees to rally together and send
petitions to delay the workday.
HR DEPARTMENT Petitions were sent to the HR department.
BOSS Finally, the boss received the collection and felt the pressure to delay the workday.
We delayed the workday. We proposed that companies begin working 1, 2 or 3 hours later
than usual and stay the same number of hours at end of the day.
Insights, Strategy and the Idea:
361 is one of China's 3rd largest sportswear brands specializing in footwear, apparel and
Just like the rest of the world, China loves the World Cup more than any other sporting event.
But this year there was one major problem. Time zones. The final match of the evening was
broadcast at 2:30 am in China. By the time the match is ended, it's almost time for work again.
Millions of fans would either struggle to drag themselves back to the office, take sick leave or
miss the matches. 361 wanted to give these dedicated fans the one thing they would need
most. More sleep.