NOISY OUTSIDE by Leo Burnett Guangzhou for Haomei Aluminum Co

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NOISY OUTSIDE

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Industry Household maintenance & pet products, Windows
Media Promo & PR
Market China
Agency Leo Burnett Guangzhou
Creative Director Darren Zhang, Jennifer Wang, Well Tan
Art Director Chanson Li
Copywriter Chong Kin
Designer Li Hu
Released March 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: HAOMEI ALUMINUM
Product/Service: SOUNDPROOF WINDOWS
Agency: LEO BURNETT GUANGZHOU
Date of First Appearance: Mar 9 2010 12:00AM
Entrant Company: LEO BURNETT GUANGZHOU, CHINA
Executive Creative Director: Chong Kin (Leo Burnett Guangzhou)
Creative Director: Darren Zhang (Leo Burnett Guangzhou)
Creative Director: Jennifer Wang (Leo Burnett Guangzhou)
Creative Director: Well Tan (Leo Burnett Guangzhou)
Copywriter: Chong Kin (Leo Burnett Guangzhou)
Art Director: Chanson Li (Leo Burnett Guangzhou)
Designer: Li Hu (Leo Burnett Guangzhou)
Business Director: Jon Leung (Leo Burnett Guangzhou)
Account Manager: Nikko Zeng (Leo Burnett Guangzhou)
Media placement: Direct Mailing - Promotion Event - March 9, 2010

Describe the objective of the promotion.
To promote Bucalus’s reliable soundproof systems, special musical cards were created in order to arouse interests in an engaging way.

Describe how the promotion developed from concept to implementation
'BbBbBbBbBbBb' is… In 2009, manufactured more than 1.1 million cars, boosting China up to the second biggest market in the world. 'WaWaWaWaWaWa' is the noise heard everywhere during every major Chinese festivals, especially before CNY, when millions of labourers go back home to celebrate with their families. It’s when the train stations are extremely packed and noisy. 'DaDaDaDaDaDa' is the noise from the numerous construction sites in China with the government’s RMB 4 trillion financial support for domestic growth.

Describe the success of the promotion with both client and consumer including some quantifiable results
After the campaign was launched, Bucalus's business increased around 9% within 2 months and more potential business partners visited the client's factory.

Explain why the method of promotion was most relevant to the product or service
The covers of the cards mimic Bucalus’s windows, and upon opening, noises on the streets commonly heard in China on a daily basis – from construction sites, crowds and traffic jams – hits the audience. Once they “close the window”, they shut out the urban noise completely.