Asia | WARC

Most Chinese smart speaker owners are open to ads

News • 20 September 2019

Advertising is still in its infancy on smart speakers, but a new study expects it to mature quickly as inventory becomes more widely available – and China will be a crucial market.

P&G Olay: Olay Women's Day 2019

Case Study • SABRE Awards, Asia-Pacific, Fashion & Beauty, Gold, 2019

Olay, a skincare brand, created a campaign for Women’s Day that showed age as a series of fearless stories to encourage brand interest.

JOY STORY II: JOY and Koi

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

JD, an e-commerce company, launched a short branding film for JD and advanced marketing work of the JD mascot Joy to promote the brand in China.

China CITIC Bank Credit Card: Break Bias, Create Possibilities

Case Study • SABRE Awards, Asia-Pacific, Financial Services, Gold, 2019

CITIC, a state-owned investment company, connected with women in China on International Women's Day to increase applications for its credit card.

Chando "She says" Campaign

Case Study • SABRE Awards, Asia-Pacific, Marketing to Women, Gold, 2019

Chando, a cosmetics brand, increased sales of its high gloss lipstick with women in China due to its social campaign promoting women.

Continental Tires: ‘Conti Cities: Driving Forward the Engagement Economy’

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Continental Tyres, an automotive manufacturing company, highlighted the enjoyment of travelling between cities in China by creating a branded social platform on WeChat.

China‘s biggest gas station launches own coffee brand

News • 12 September 2019

Across Sinopec’s own convenience stores at approximately 27,000 gas stations in China is a new coffee brand called EasyJet, part of a category-expansion move by the state-owned refining, gas and petrochemical conglomerate.

Converse: All The Stories Are True

Case Study • SABRE Awards, Asia-Pacific, Sponsorship, Gold, 2019

Converse, the sports brand, launched an integrated communications campaign to reach Generation Z in China, which doubled its revenue target.

Intel Mobileye: Building Trust, Saving Lives

Case Study • SABRE Awards, Asia-Pacific, Technology: Hardware, Gold, 2019

Mobileye, a developer of vision-based advanced driver-assistance systems (ADAS), reached KOLs and promoted the adoption of its safety systems on public transport in China.

Air China Land Your Dream Digital Campaign

Case Study • SABRE Awards, Asia-Pacific, Digital Campaign, Gold, 2019

Air China, the airline, increased sales revenue by 13% after re-imagining the booking process with a focus on emotions for its customers in China, the UK, France and Germany.

Chengdu International Finance Square (CDIFS): Chengdu IFS Parcours Art Festival- Art Fuels Commerce in Beautiful Fashion

Case Study • SABRE Awards, Asia-Pacific, Retailers, Gold, 2019

Chengdu IFS (CDIFS), a shopping mall, made itself the centre of art in the city by collaborating with the Chengdu Government and Paris' Saint-Germain-des-Pres Committee, which led to sales growth of 124%.

Mars Wrigley Littered Gum Education Program

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Mars Wrigley, the confectionery company, engaged and educated young people in its anti-littering message by utilising influencers, WeChat at a litter collection event in China.

Women's Day Marketing-Be more “selfish” and live more poetically

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign featuring famous poet Vincent Fang that encouraged women in China to treat themselves to hair care products through poetry.

Vivo: Establishing Vivo as an Innovative Brand with NEX

Case Study • SABRE Awards, Asia-Pacific, Regional, Gold , 2019

Vivo, a brand of smartphone, was able to reach 157 countries and markets, including key markets across Asia, as a result of its highly targeted media programme.

Vienna Tourist Board: The “Kiss” Campaign

Case Study • SABRE Awards, Asia-Pacific, Greater China, Gold, 2019

The Vienna Tourist Board launched a campaign in which a Chinese artist experienced the art of Vienna, encouraging Chinese consumers to travel to Vienna.

Nescafe Dolce Gusto: Coffee is not just black or white

Case Study • SABRE Awards, Asia-Pacific, IN2, Winner, 2019

Nescafe Dolce Gusto, the capsule coffee brand, created an Ideal Life brand ecosystem in China to stand out in a crowded coffee category.

Chinese marketplace Aomaijia expands outreach with Australian brands

News • 11 September 2019

Five more Australian brands have signed up with Chinese e-commerce platform Aomaijia, using the marketplace to access to 30 million potential customers in China.

Nike: Kyrie5 – Reinventing the Sneakerdrop

Case Study • Benjamin Condit, Matthew Nolan, Chaojie Miao, Sienna Zhang, WARC Prize for Asian Strategy, Shortlisted, 2019

Sportswear brand Nike achieved an unprecedentedly successful launch of its Kyrie5 sneaker in China by taking the offline 'sneakerdrop' to the virtual world.

KFC: Colonel KI

Case Study • Benjamin Condit, Yi Liu, Stanley Tao, WARC Prize for Asian Strategy, Shortlisted, 2019

Fast-food brand KFC created a results-prediction algorithm, Colonel KI, and placed it in livestreams to deepen its connection to gamers and e-sports in China.

Lay's: Crunchy Sound Challenge

Case Study • Benjamin Condit, Jerry Perez, WARC Prize for Asian Strategy, Shortlisted, 2019

Potato-chip brand Lay's used short-video platform Douyin and the sound of chips being eaten to drive e-commerce impulse purchase in China.

Coca-Cola: Faces of the City

Case Study • Roshni Hegerman, Richard Cotton, Steve Llewellyn, Cia Hatzi, WARC Prize for Asian Strategy, Shortlisted, 2019

Beverage brand Coca-Cola took a radical approach in China to launch a sleek new can that appealed to Chinese youth.

Maybelline: Makeup on the Way

Case Study • Benjamin Condit, Jerry Perez, WARC Prize for Asian Strategy, Shortlisted, 2019

Cosmetics brand Maybelline created a campaign that challenged female commuters to apply their makeup in the back of a taxi to grab the attention of young urbanites in top-tier cities in China.

Amazon Prime Reading: Everyone is an Amazing Book

Case Study • Suzzane Zhang, Linlin Zhang, WARC Prize for Asian Strategy, Shortlisted, 2019

Prime Reading, a part of Amazon Prime's subscription-based service, wanted to revive the Chinese people's love of reading and drive purchases from its Prime Reading website.

Online adspend in China shifts from search to content

News • 04 September 2019

China’s brand owners are shifting from search advertising to paid content that spurs impulse purchases from comparing products, according to Newrank and CTR.

Tesla ramps up marketing efforts in China

News • 03 September 2019

Not known for its marketing, the most famous electric car brand in the world is developing an experiential strategy, partnerships, and local social media to assist a major sales push in China.