DO THE WRITE THING by J. Walter Thompson Beijing for Hanvon

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DO THE WRITE THING

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Industry Laptops, Netbooks, Tablets
Media Promo & PR, Case study
Market China
Agency J. Walter Thompson Beijing
Associate Creative Director Yang Jie
Creative Director Feng Da Peng
Art Director Xie Cheng Hao
Released December 2010

Credits & Description

Category: Best Use of Print
Advertiser: HANVON
Product/Service: TOUCHPAD
Agency: JWT BEIJING
Date of First Appearance: Dec 20 2010
Entrant Company: JWT BEIJING, CHINA
Chief Creative Officer: Polly Chu (JWT)
Creative Director: Feng Da Peng (JWT)
Associate Creative Director: Yang Jie (JWT)
Senior Art Director: Wang Qian (JWT)
Art Director: Xie Cheng Hao (JWT)
Associate Art Director: Wu Renwen (JWT)
General Manager: Andy Xu (JWT)
Senior Account Director: SunQi (JWT)
Deputy General Mamager: Lan Xu (Mexus)
Associtae Account Director: zhouhui (JWT)
Media placement: Newspaper- Special Media Buy - China Business Journal - 20-12-2010

Insights, Strategy & the Idea
Background.
China’s computer market is dominated by Laptop computers. They all look the same with a screen and keyboard.

The Product
HANVON is a Tablet computer comes with a touch screen writing pen. It can record the hand writing in a calligraphy form. The user could send out a more personalized mail with their own handwriting. This is a unique product in China.

Target Audiences
Business men over 40 years old. They never like to use computers because they don't want to learn to type Chinese.

Insight
How can we help these middle aged business men to overcome the difficulty of writing mail without the pain of learning to type?
HANVON TouchPad computer with the writing Pen enable them to hand write their email.

Challenge
How can we revive the spirit of hand writing through a simple execution?

Idea
Dramatize Hand Writing using the most traditional media-- Newspaper.

Creative Execution
Creative strategy solution
Use the Newspaper as our hero: A Full Page 100% Hand Written news journal.

Channel
We talked to China Business Journal, one of the most influential business papers in China. They allowed us to take one of their full page journal reports and transform it into a hand written.
Due to strict censorship rules in China, the editor only gave us 6 hours before it went to press. 6 hours to transcribe a full page report. On receiving the unpublished material from the editor, our calligrapher worked with the art director to design the typography, the layout, and of course, to perfect the handcrafted script style.

The first hand written newspaper in China is born!
On the morning of 21st December 2010, China awoke to the 1st full page report printed in a hand written script. This marked a 1st in the history of the Chinese newspaper industry.

Results and Effectiveness
Result
Huge numbers of consumers called in direct orders, far exceeding the Client’s expectations.
Over 40,000 pieces of computers sold. Sales up 23%.

Responses to the journal spread rapidly through social networks all over the internet. It made a lot of noise within the industry too. A journalist from the China Business Journal itself was keen to interview his own editor to promote this unique story.