Branded content in china: Connect in China via branded content

Calvin Fu
Fuse, Omnicom Media Group China

Ad restrictions and an over-proliferation of untargeted ads on Chinese TV are causing brands to divert their focus to branded content.

The winner of the talent show China's Got Talent 2011, pop dancer Zhuo Jun, won the right to use a Dongfeng-Peugeot 408 for an entire year. Through the 360-degree co-operation with 2011's China's Got Talent, Dongfeng-Peugeot 408 has spread its brand idea and gained popularity among ordinary families throughout the whole of China.

Meanwhile, the brand promoted the concept of the 'ideal car for happy families' by holding below-the-line activities with 4S dealers (authorised car dealerships that handle sales, spare parts, service and surveys), including an offer of test drives, which was promoted through the TV programme. Dongfeng-Peugeot 408's activity with China's Got Talent is regarded as one of 2011's most successful content marketing cases in China.