More than 1,000 young Chinese gathered at the Olympic Sports Stadium in Beijing last month. The cheering troupe was led by McDonald's iconic mascot Ronald McDonald and the five winners of the company's recent talent contest to pick individuals to cheer for Chinese athletes during the Olympic Games period. The cheering event was witnessed by 25 observers from Guinness World Records.
The cheering team also met sports and entertainment stars including Olympic champions like divers Gao Min and Hu Jia, shooting champion Yang Ling, gymnast Mo Huilan and singers Xie Na and JJ Lin.
The cheering campaign started in December 2007 in Shanghai. McDonald’s set up bright red booths in and around major restaurants in Beijing, Guangzhou and Shanghai to let diners record and submit cheers of support for the mainland's Olympic athletes and teams.
Their messages are automatically uploaded to McDonald's microsite, www.mcdonalds.com.cn/minisite/2008. In other cities, Chinese can submit cheers in the form of pictures, audio files or online videos--created with computer recording equipment, mobile phones or digital cameras--to the same site.
The U.S. fast food giant is using the Olympics in China to try to catch up with Yum Brands, which has a strong lead in the mainland. McDonald's has over 900 restaurants across China, but Yum operates more than 1,800 KFC restaurants in over 400 Chinese cities.
Fila will introduce ads in China made by BBH
SHANGHAI--Fila has appointed Bartle Bogle Hegarty in Shanghai to help build the brand’s image and develop a positioning strategy and print, digital and instore in-store marketing in the mainland’s fast-growing sportswear market.
Fila, a footwear and apparel business, was founded in Italy in 1911. Last year, the business was acquired by Fila Korea from Sport Brands International for an undisclosed price. In September 2007, the exclusive trademark rights for Fila in China were acquired by Belle International Holdings, a Hong Kong-listed company. Belle led the pitch for the creative business, which included TBWA Worldwide, DDB Worldwide and local agencies. There is no incumbent; until now Fila was simply distributed in China.
“As a company with nearly 100 years of heritage, Fila is already a well-established brand overseas,” said Christine Ng, BBH’s managing director, China in Shanghai.
The agency pitched against WPP Group's Bates and Hantang, a local agency. There was no incumbent, Fila used advertising created overseas previously, but only minimally. Fila is essentially a new brand in a market with two strong local players, Li Ning and Anta, and established western brands Nike and Adidas. The first campaign for Fila in China is expected in September.
Puma appoints McCann's Can Create in China
SHANGHAI--Puma has appointed Can Create, a creative boutique agency established by Interpublic Group’s McCann Worldgroup in China in 2007.
Can Create will be Puma's first creative agency in China, handling creative, digital marketing and public relations for the German sportswear company. Media planning and buying will be handled by Zenith Media, Puma’s global media agency.
There was no pitch for the assignment. Can Create was named after making an engagement planning and creative presentation. The first Puma work breaks next month.
Bacardi moves TV budget to online media and appoints Agency.com
SHANGHAI--Bacardi is moving its 2008 television budget into online media, due to the rising cost of reaching Chinese youth through traditional media. The spirits marketer has also hired Agency.com, the digital marketing arm of TBWA Worldwide, to handle its online advertising following a pitch in Shanghai against OgilvyOne and Young & Rubicam.
Based on the imagery of two liquid people "mixing" together in a recent Bacardi TV spot, Agency.com created an online campaign called “Mix & Match.” The mini-site focuses on building a community of Chinese youth, via viral personality quizzes that compare how friends mix and match. The campaign is a digital first for Bacardi globally, and one of the biggest online campaigns for a foreign spirits brand in China to date.
Teaser ads for the online community started in March 2008 with a simple quiz microsite (www.themix.com.cn) that generated a consumer database for invitations to the Bacardi “Mix&Match” hiphop party tour.
For the main campaign, rolled out this month, Bacardi launched a branded portal (www.bacardi.com.cn), with an expanded version of the teaser site, including five more personality quizzes for Bacardi fans, said Eugene Chew, Agency.com’s managing director, China in Shanghai. Chinese consumers who join the online community will be invited to Bacardi parties and concerts, and can send virtual Bacardi drinks to friends online and enter a contest for prizes like an Ultimate Bacardi Weekend.
Bacardi also partnered with three Chinese portals--Mop.com, Xiaonei.com and Tudou.com--to do Mix & Match creative contests tailored to the specific demographics of each portal.
MyClick mobile marketing platform to launch in Poland
HONG KONG--MyClick Media, a Hong Kong-based mobile marketing company, has signed a distribution agreement with Poland-based mobile services company, Pulsar Mobile. MyClick’s proprietary technology merges photo matching, digital content and customer relationship management to give mobile phone users one-click access to content and services. Pulsar Mobile will launch the platform in Poland.
Disney puts TV and film library on Taiwanese MOD service
TAIPEI--The Walt Disney Company’s international TV distribution arm, Disney-ABC International Television, has signed a video-on-demand IPTV content agreement with Taiwan’s Chunghwa Telecom. It will allow current Disney’s movies and TV series to be made available on Chunghwa’s multimedia-on-demand (MOD) IPTV service. Chunghwa‘s MOD subscriber base is expected to reach 500,000 in June 2008.
Taiwanese viewers will be able to watch popular shows like “Grey’s Anatomy,” “Desperate Housewives,” and “Lost” on-demand for the first time. They'll also have on-demand access to movies from Walt Disney Pictures, Disney/Pixar, Touchstone Pictures and Miramax Films.