GF SECURITIES Promo, Case study THE GU LI CAMPAIGN by Cc&e Guangzhou

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THE GU LI CAMPAIGN

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market China
Agency Cc&e Guangzhou
Director Fan Sun
Creative Group Head Guangheng Huang
Executive Creative Director Leo Zou \ Tango Wang \ Khaikai Huang
Art Director Leson Li, Mu Zhu
Editor Bing Liang
Released August 2011

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: GF SECURITIES
Product/Service: GF SECURITIES 20TH ANNIVERSARY
Agency: CC&E GUANGZHOU
Executive Creative Director: Leo Zou (CC&E Guangzhou)
Senior Creative Director: Allen Chen (CC&E Guangzhou)
Creative Group Head: Guangheng Huang (CC&E Guangzhou)
Senior Copywriter: Jun Qin (CC&E Guangzhou)
Senior Copywriter: Xiaoting Zhong (CC&E Guangzhou)
Art Director: Leson Li (CC&E Guangzhou)
Art Director: Mu Zhu (CC&E Guangzhou)
Deputy General Manager: Hai Chen (CC&E Guangzhou)
Account Director: Vito Zhang (CC&E Guangzhou)
Assistant Project Director: King Zhong (CC&E Guangzhou)
Account Manager: Paul Liang (CC&E Guangzhou)
Account Manager: Chris Chen (CC&E Guangzhou)
Account Manager: Venus Li (CC&E Guangzhou)
Content Marketing Director: Arvin Yang (CC&E Guangzhou)
Content Marketing Project Director: Suping Li (CC&E Guangzhou)
Content Marketing Project Director: Sihui Zheng (Cc/E Guangzhou)
Agency Producer: Yumi Cen (Cc/E Guangzhou)
Producers: Zutao Wu (Only Production)
Director: Fan Sun (Only Production)
Editor: Bing Liang (Madigi Production)
Media placement: Video - Www.Youku.com - 8.August 2011
Media placement: BBS Forum - Www.Tianya.cn - 9.August 2011
Media placement: Micro-Blog - Www.weibo.com - 10.August 2011
Media placement: SNS - Www.renren.com - 10.August 2011
Media placement: SNS - Www.kaixin001.com - 10.August 2011

Summary of the Campaign
2011 was GF Securities’ 20th anniversary, and it was a hard year for China in media. China was in the headlines because of a series of shocking news events. People became negative, frustrated, and scared. The whole society was mourning over the great losses and negative impact.

This negative attitude also reflected in GF Securities' client relationship. The mutual trust was weakening.

How could we reignite the emotional bond between GF Securities and its clients?

The answer: Build a positive social environment by waking up the positive beliefs, which will also nurture the relationship between GF Securities and its clients.

And so the Gu Li Campaign is born.

Step 1: Created a new word, Gu Li, which emphasised the power of encouragement and support;

Step 2: Filmed the image video, Gu Li, and woke up positive attitudes;

Step 3: Created a unique Gu Li stylistic type. Rode on hot topics and delivered Gu Li spirit.

Thousands of micro-blog users rallied using the Gu Li stylistic type comments, even police and government Gu Li stylistic types were included.

65% of GF Securities’ clients engaged.

Media reports from more than 155 Chinese and international media outlets.

Over 50m participating audience.

Gu Li Campaign won the Best Brand Communication Award-Securities in 2011.

The campaign achieved PR success by riding on hot social topics. It woke up positive attitudes among people. With over 50m participating audience, it won governments’ endorsement which made Gu Li the spirit of 2011 in China.

The Situation
Background:
2011 was GF Securities’ 20th anniversary, and it was a hard year for China, the society was covered by a gloomy atmosphere because of a series of shocking social issues: the tragic derailment of the Wenzhou Bullet train; Ms. Guo’s involvement in the Red Cross scandal. This negative impact also reflected in GF Securities’ client relationship. Clients are leaving and the mutual trust was weakening.

Problems:
How to reignite the emotional bond between GF Securities and its clients with limited budget?

Opportunity:
The social atmosphere is gloomy, people are indifferent, yet it is the right time to call upon positive attitudes.

The Goal
Reignite and strengthen intimate client relationship by a campaign, calling upon the spirit of mutual trust and support between GF Securities and its client.

Target audiences: GF Securities’ present and potential clients.

The Strategy
Build a positive social environment by waking up the positive beliefs, which will also nurture the relationship between GF Securities and its clients.

Execution
Step 1: Created a new word Gu Li, emphasising the power of encouragement and support;

Step 2: Filmed GF Securities brand image video Gu Li to wake up positive attitudes;

On Aug. 8, uploaded Gu Li video to the biggest video website-Youku.com .The video received 170,000 hits that day;

Step 3: Created a unique Gu Li stylistic type. Rode on hot topics and delivered Gu Li spirit.

On Aug. 9-10, the video was reposted on the biggest BBS forum, Tianya, and sina micro-blog websites. Successfully rode on the post of Little Yi Yi’s story, Gu Li stylistic type comments, and rallied netizens;

The campaign started on August 8th, 2011 and finished by the end of August 2011, it was carried our according to the plan. In the 22 days, more than 15 Chinese and international print media, 140 online media reported Gu Li campaign.

Documented Results
- Gu Li became the spirit of 2011.

- 65% GF Securities’ clients engaged in this campaign. Clients’ connection to GF Securities is strengthened because of the recognition of the Gu Li spirit.

- Gu Li video was played more than 1.4m times.

- More than 20m people wrote their Gu Li stylistic type comments and stories.

- China National Radio (CNR) reported Gu Li campaign. More than 15 Chinese & international media, more than 140 online media also reported Gu Li campaign.

- Over 50m people joined Gu Li campaign.

- Gu Li Campaign won the Best Brand Communication Award- Securities in 2011, which was awarded by CBN Financial Ranking2011 (the top financial ranking of China)

- More and more GF Securities’ previous clients come back; new clients showed recognition of GF Securities and Gu Li spirit. (Based on millions of positive comments towards GF.)

- We realised the objective of enhancing brand image.

- The investment was only RMB 0.5m.