Guang Yin Club Print IDEA INSIDE THE BOX by Shanghai Hotidea Advertising

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IDEA INSIDE THE BOX

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Media Print, Magazine & Newspaper
Market China
Agency Shanghai Hotidea Advertising
Creative Director Jacky Xiao
Producer Abby Xu, Sam Wong
Photographer Walker Jiang
Released May 2010

Awards

Spikes Asia 2010
Media - Bronze

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: GUANGYIN YOGA
Product/Service: YOGA CLUB
Agency: SHANGHAI HOT IDEA
Date of First Appearance: Oct 16 2010
Entrant Company: SHANGHAI HOT IDEA, CHINA
Creative Director: Jacky Xiao (Shanghai Hot Idea)
Art director: Jacky Xiao (Shanghai Hot Idea)
Art director: Bobo Chen (Shanghai Hot Idea)
Art director: Guitar Zhou (Shanghai Hot Idea)
Writer: Louis Lu (Shanghai Hot Idea)
Producer: Sam Wong (Shanghai Hot Idea)
Producer: Abby Xu (Shanghai Hot Idea)
Photographer: Walker Jiang (Shanghai Hot Idea)
Media placement: Media Ambient - Shanghai CDB - 16th Oct 2010

Describe the brief/objective of the direct campaign.
There are many yoga schools in Shanghai and Guangyin Yoga is a small yoga club and with its small advertising budget, the client finds it very hard to get more new members.

People in Shanghai love to stroll around in CBD especially afternoons.
And we want to use this opportunity to reach our new target audiences.

We needed to demonstrate the flexibility of our body through practices from yoga.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We placed a small-sized wooden box in the street of the Shanghai CBD with our yoga master inside the box.

Each time someone passed by, his hand would reach out with our club business call card to the person.

This clearly demonstrates the flexibility of our body through practices from yoga and with information on the business card this will leads the target audience to call us for an appointment to our yoga club.

Explain why the creative execution was relevant to the product or service.
We want our target audience to see in their own eyes how flexibility of our body can be through practices from yoga in a very light-hearted manner.
It will make the target audience remember us in a more fun, creative and not forgetting informative!

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.
Our campaign lasted 15 days, with over 35,000 directly communicated, 319163 video clicks on the web and free media coverage from TV news and newspapers.

After the campaign, over 2000 people visited our club within a month and 622 of them became new members, 107% more than expected.

And our actual cost is only USD 74.