Asian Tigers Promo, Case study THE RAINBOW PROJECT by J. Walter Thompson Shanghai

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THE RAINBOW PROJECT

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Industry Publishing, streaming & media, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market China
Agency J. Walter Thompson Shanghai
Art Director Rojana Chuasakul, Xiao Dong Zhou
Copywriter Raymond Chin, Ada Hu
Editor Duan Mu Yu Ze
Released September 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: ASIAN TIGERS
Product/Service: MOVING COMPANY
NEA Executive Creative Director: SheungYan Lo (JWT Shanghai)
Executive Creative Direcotr: Yang Yeo/Elvis Chau (JWT Shanghai)
Creative Director: Raymond Chin (JWT Shanghai)
Art Director: Xiao Dong Zhou/Rojana Chuasakul (JWT Shanghai)
Copywriter: Ada Hu/Raymond Chin (JWT Shanghai)
Agency Producer: Phoebe Fan, Jing Xu (JWT Shanghai)
Account Service: Sylvia Cheng, Evenie Wang (JWT Shanghai)
Event Director: Zhu Jing Jin (JQK Productions)
Event Producer: Raymond Lucas, Li Jing, Li Bing Xi, He Yue Lin
Editor: Duan Mu Yu Ze
Cameraman: Liang Le
Media placement: Outdoor - Various Venues - 1st April, 2011
Media placement: Internet Viral - Website - 1st April, 2011

Summary of the Campaign
Asian Tigers is a moving company helping thousands of families move to new homes each year.

The Challenge and Objective:
To come up with a compelling social responsibility program that utilized the company’s strengths while capturing the imagination of the public.

The Strategy:
We created the Rainbow Project, where we collected children’s items and delivered them to children’s welfare homes in an inspirational way.

With the help of real rainbows, we created the buzz for this charity event by creating real rainbow installations, which captured the imagination of everyone, with the use of an internet film of our first Rainbow Project delivery as well as actual rainbow installations in outdoor venues.

The rainbows symbolized to the children that if we can do the impossible by delivering a rainbow, anything in life is possible for them.

The Outcome:
The buzz we created was very well received by the public and they gave us their full support, making over 2,800 donations in just one week. More than enough items for our first 8 visits to the children’s welfare homes.

The Situation
There is an opportunity to do a compelling social responsibility program that utilized the company’s strengths while capturing the imagination of the public.
When we help our clients move, they often throw some things away, things that children in welfare homes can really use.

We wanted people to know that Asian Tigers is a really committed moving company which can deliver just about anything.

So we put these two together and created the Rainbow Project.

The Goal
The goal is to get the general public and our moving clients to feel good about our company as a whole, and at the same time know that we have the capability to deliver just about anything, even a rainbow.

The Strategy
We created the Rainbow Project:

- We collected children’s items and delivered them to children’s welfare homes in an inspirational way.

- With the help of real rainbows, we created the buzz for this charity event by creating real rainbow installations, which captured the imagination of everyone via an internet film of our first Rainbow Project delivery as well as actual rainbow installations in outdoor venues.

The rainbows symbolized to the children that if we can do the impossible by delivering a rainbow, anything in life is possible for them.

Execution
Firstly, we worked with engineers and an event production company to create real rainbow installations.

Then we went about collecting used children’s items from our moving clients.

After which, we did our first Project Rainbow delivery to a welfare home in the outskirts of Beijing.

We filmed the event and put it up online to create buzz.

At the same time we created more buzz by putting up the rainbow installations in 3 venues in Beijing. These venues also served as our donation collection points.

These efforts resulted in more donations of items, for which we then made 7 more Project Rainbow deliveries to welfare homes.

Documented Results
The buzz we created was very well received by the public and they gave us their full support, making over 2,800 donations in just one week. More than enough items for our first 8 visits to the children’s welfare homes.