RUNAWAY GROOM by Ogilvy & Mather Beijing for 361 Degrees

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RUNAWAY GROOM

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Industry Clothing, Sportswear, Athletic Footwear & Accessories
Media Promo & PR, Case study
Market China
Agency Ogilvy & Mather Beijing
Director Da Chuan
Executive Creative Director Bill Chan
Art Director Sean Yang
Copywriter Yu Shiun Chen
Producer Chuah Cai
Released June 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: 361 DEGREE
Product/Service: SPORTS BRAND
Agency: OGILVY BEIJING
Agency: H-LINE OGILVY COMMUNICATIONS
Executive Creative Director: Bill Chan (Ogilvy Beijing)
Art Director: Sean Yang (Ogilvy Beijing)
Copywriter: Chen Yu (Ogilvy Beijing)
Agency Producer: Tony Liang (Ogilvy Beijing)
Account Manager: Henry Ho (Ogilvy Beijing)
Account: Steven Li (Ogilvy Beijing)
Account: Chloe Gao (Ogilvy Beijing)
Production Company: Character (Character)
Producer: Chuah Cai (Character)
Director: Da Chuan (Character)
Media placement: Viral Video - Internet Video Website, Www.youku.com; Www.tudou.com - 14th June To 20th June 2011

Summary of the Campaign
2011 summer, someone famous posted on Internet that he quitted his relationship to pursue true love. Runaway became a hot topic on internet, and was highly praised by young people.

"Runaway” reflects an attitude that breaking the norm of society and pursuing real passion in life. And that is also what 361° brand “One more degree of love” intend to express.

We must express “running for love” in a unique way. Homosexuality is a controversial topic in China, which give us a chance to create a big bang story about two male homosexual lovers running for their true love despite social norm. To make the incidence more believable, we shot the film on the most visited street in Beijing just like a reality show

The Situation
With the growing influential power of Internet social media, the speed and the width of its influence has been amplified. It provides you the chance to become famous overnight.

2011 summer, along with the rapid spread of the “runaway” incident in China - someone famous posted on Weibo, Twitter in China, that he quitted his relationship to pursue true love, “runaway” soon became a hot topic on Internet. Other keywords like “love”, “freedom” and “believe” became hot topics as well. Young people followed this topic and wrote their own statements in the “runaway” style. It became a cultural phenomenon.

The Goal
As the No. 3 domestic sports brand in China, 361° has established a good market position in tier-2 and lower tier cities. However, the brand image is not popular among young people. In their eyes, 361° is ordinary and conservative. This has become a big challenge for 361°. To make a breakthrough, we aimed to create some buzz and make the brand more daring and sexier.

The Strategy

“Runaway” is an attitude
In today China society, young people are under more and more pressure. Their lives are dominated by the things they must do. The simple and sheer joy of what they want to do is somehow missing. The “runaway” phenomenon reflects people’s attitudes towards breaking the restraints of society and pursuing their real passion. It is a release. It is hope.

“Running for love”
The phenomenon lit up our minds. On one hand, 361°’s brand proposition is “ONE LOVE”, that is to inspire people to put all their heart into the things they truly love to do, which echoes well with the “runaway” spirit; on the other hand, “runaway” has a strong connection with running category. Hence, our goal is to create a branded buzz leveraging the “runaway” incident and make it even more influential. We want to encourage people to “running for love”.

Execution
Rather than running for a common love, we wanted to run for a bold love – homosexual love. Homosexuality is still not accepted in China. \This cultural tension gave us a chance to create something great.

We created a story about two male homosexual lovers running for their true love despite social restraints: at a wedding ceremony, the husband’s homosexual lover suddenly appears, fights with the wife, takes the husband and they run away.

There are 2 steps. First, we distributed video on video portal; 2 days later, when it was hot enough and when people all talked about it, we launched the second version with the brand message in it - “If this is an ad, do you still believe in love? Running for love!”. We also cooperated with Weibo celebrities to spread the buzz, which turned out to be a very effective campaign.

Documented Results
Once the first video was launched, it soon became the daily top video on video websites. It generated numerous comments and followers, not only from netizens but also even from traditional media, like TV stations and newspapers. People linked the video and the previous “runaway” incident and created big buzz for the 361° brand. In their mind, 361° became an open-minded, brave, fashionable, pioneering and rebellious brand.

Performance data:
a) Total video views: more than 12M hits.
b) Total video forwards: 2,818,894
c) Keyword search result: more than 1.75M on Baidu search engine.
d) Microblog (Sina Weibo) forwards: 65,862.
e) Microblog (Sina Weibo) comments: 4,685.
f) Brand associated comments: nearly 600
g) Media reports: 65 news reports, including 3 TV stations (Chengdu TV station and Shanxi satellite TV station and Taiwan Dongsen TV) + 1 newspaper (HK Apple Daily) + tens of websites (www.sina.com.cn, www.chinadaily.com, etc)