WITH REN, WITH FRIENDS by Starcom Beijing for Orion

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WITH REN, WITH FRIENDS

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Industry Confectionery & snacks, Snacks
Media Promo & PR, Case study
Market China
Agency Starcom Beijing
Released September 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: ORION
Product/Service: SWEET SNACKS
Date of First Appearance: Sep 28 2009 12:00AM
Entrant Company: STARCOM , Beijing, CHINA
Deputy General Manager: Maisie He (Starcom Beijing)
Associate Director: Tina Gao (Starcom Beijing)
Supervisor: Wilson Liu (Starcom Beijing)
Planning Executive: Joanne Li (Starcom Beijing)
Media placement: TV Campaign - 225 Spots - China Central Television 1 (CCTV1) - 28/09/2009
Media placement: TV Campaign - 268 Spots - CCTV - Kids - 18/12/2009
Media placement: TV Campaign - 104 Spots - Shandong Satellite TV - 07/12/2009
Media placement: TV Campaign - 104 Spots - Shenzhen Satellite TV - TBC
Media placement: Local TV Campaign - 55 Local TV Stations - 11/01/2010
Media placement: Co-Published A Confucius Book Campaign - Book Mark / Tips/AD - 28/09/2009
Media placement: Co-Published A Confucius DVD Campaign - TVC/billboard Content Integrated Into DVD - 26/10/2009
Media placement: In-Store Promotion - A 12-Pack + Book Promotional Package - 06/09/2009

Results and Effectiveness
Orion’s sales share increased dramatically, with the brand owning a 46.5% share in the pie category in 2009. More than 3,000 Confucius books were sold during the one-day signing promotion; 120,000 books have been sold in 3 months, outpacing publishing industry averages. The first season of Confucius experienced unprecedented ratings, outperforming the program previously occupying the time slot. The cartoon’s rise in popularity continues in China and will be expanding to a broader international audience in 2010 through CCTV4 distribution in Taiwan, Korea and Japan. Our Moms continue to post positive messages about the cartoon online in blogs and BBS.

Creative Execution
We created “Pi Xiu,” a friend to Confucius who started as a greedy and selfish individual, but after following Confucian teachings, embraced acts of generosity. Woven throughout storyline dialogues was the line “with ren, with friends” helping illustrate shared Orion/Confucian values. Orion commercials and billboards were integrated into each Confucius episode airing across CCTV1/Kids, two satellite networks and 55 local stations. Partnering with Shenzen Cherid Film Dissemination Co, Ltd., Orion co-published a Confucius book and DVD. The book’s preface included Orion’s mission statement, TVC/billboard content was integrated into the cartoon DVD and accompanying bookmark collections incorporated Orion’s logo. Partners hosted a kick-off press conference and held several Book Signing events in key Orion sales markets, providing greater opportunity for consumer interaction. Confucius images were licensed to Orion for use on packaging and marketing elements, including a 12-pack + Confucius book promotional package instore and cartoon content streamed on Orion’s website.

Insights, Strategy & the Idea
Orion centres their brand essence on sharing, love and respect between people; the Chinese word 仁 “ren” (benevolence) is the foundation of their positioning. The theory of 仁“ren” is rooted in 2,000 year-old Confucian learning, but many consumers are not aware of the deeper meaning behind Orion’s slogan. Strengthening Orion’s brand image was key to driving penetration and share. Because a mother controls most of a child’s media consumption, discrete marketing efforts toward Orion’s Mom & Kid target groups would be ineffective. While kids simply want to be entertained, favouring daily cartoon watching over other activities, Chinese mothers are constantly focused on their child’s education, committed to providing money, time or a learning outlet to prepare them for success. Linking these insights, we developed an integrated marketing platform in partnership, creating a Confucius cartoon programme to bring Orion’s “with ren, with friends” brand slogan to life.