Shanghai (13 January 2011) — Diageo whisky brand Johnnie Walker® has teamed up with BBH China and a 360 Degree team from Ogilvy Shanghai to launch the most ambitious brand campaign of its type in China and the most significant digital social media effort in the brand’s history in this market.
On January 5th 2011, Diageo launched a new campaign for its Johnnie Walker brand in China. Entitled "Yulu" or "Words of a Journey", the campaign uses a documentary approach to tell the stories of 12 Chinese pioneers, chosen from the fields of business and the arts. The protagonists (including Pan Shiyi - SOHO international, Xu Bin- Artist, Wang Keqing - social activist and Wang Yiyang - fashion designer) reflect upon their life journeys against the backdrop of modern China.
The campaign is a departure from the traditional mainstream advertising approach that most brands adopt. Taking a much longer form approach and using a strong digital media element gives the campaign more depth and breadth and aims to spark a larger conversation on behalf of the brand.
“We think it’s truly unique and extremely timely for our brand in China. What could be more appropriate to a brand that is all about progress than to talk about some of China’s most progressive individuals. We are excited about this campaign as it allows us to communicate with Chinese consumers in a heart to heart way and co-opt them into our brand values,” said Ms. Foo Siew Ting, Regional Brand Director, Johnnie Walker.
"Too much advertising in China is simply aspirational depictions of made up lives. We wanted to do something much more true to the authentic nature of the brand by reflecting upon real people and their real stories and do it in a radically different format,” said Johnnie Tan, Executive Creative Director, BBH China.
"Each film tells the unique story of one person, where they came from, how they got to where they are today and what it is that inspires them to do what it is they do. Our hope is that these stories will inspire people to reflect upon and tell their own stories,” said Mr. Jia Zhangke, Director.
To spark a nationwide cultural debate ahead of the release of the documentary series, Johnnie Walker seeded a bold social media campaign across 40+ digital platforms. Central to the success of the digital campaign was the involvement of Han Han, author of China’s most popular blog and one of Time magazine's 'most influential figures'. His series of videos for Johnnie Walker’s blog and initiation of a discussion on whether dreams still exist in the lives of China’s often conflicted 80s generation caused the conversation to spread like wildfire across the web.
In the last two months alone, more than 100 respected Chinese bloggers and digital influencers, including media moguls, TV personalities, famed authors and cultural icons, participated in the online exchange and shared their dreams and what inspires them to “Keep Walking”.
Chris Reitermann, President, Ogilvy & Mather Group Shanghai, said, “Chinese consumers today are sophisticated, digitally savvy, and crave authenticity, engagement and provocative content. And there’s no better place to get people talking and sharing ideas about their real feelings than in the Chinese social media world. This campaign touched a chord with consumers and earned their attention because it inspired them to share their dreams and “Keep Walking” towards them.”
The campaign was launched on national television in China on January 5, 2011 with a 3-minute commercial featuring the story of Mr. Pan Shiyi, CEO of SOHO International. The other 11 documentaries were revealed on the brand website immediately after.
Targeting the 80s generation between the ages of 25-35, Johnnie Walker’s new TVC and digital campaign will run nationwide until March 2011.
View all the videos at: http://johnniewalker.tudou.com/yulujihua/
Sina Blog: http://johnniewalker.blog.sina.com.cn/bbs.php
Sina Weibo (Chinese Twitter): http://t.sina.com.cn/johnniewalkerchina
Johnnie Walker Credits:
Ogilvy Group/Shanghai Credits:
360 Digital Engagement Planning: Keen Yim, Vivian Tu, Maggie Luo, Lance Wang
PR & Digital Editorial: Ella Chan, Vivian Tu, Lance Wang, Carrie Zhou, Juliette Hu
Creative & Production: Zhu Hao, Natalie Lam, Michael Chu, Kurt Deng, Lala Wang, Kama Zhang
Media Planning & Search Marketing: Charmaine Lau, Jezzebel Gu
Creative: Johnny Tan, Craig Howie, Leo Zhang
Account Management: Adrey Low, Jasmine Huang, Joyce Hong
Planner: Charles Wigley, James Sowden
Producer: Jasmine Huang
Production house: XstreamProduction
Directors: Song Fang, Wang Zizhao, Cheng Zhiheng, Chen Tao, Wei Tie, Tan Chui Mui
Producer: Zhang Dong, Eva Lam
Composer: Ling Qiang
Executive Producer: Jia Zhangke
For photos or more information, please contact:
Ogilvy & Mather Group, China
Direct: +86 (10) 8520 6552
PR Director, BBH Asia Pacific
Mobile: + 65 96839086
Direct: +65 65003024
About Johnnie Walker
Johnnie Walker is one of the most widely distributed blended Scotch whisky in the world, sold in almost every country with yearly sales volume of over 15 million cases (bottle of 9 litres). Dated back to 1920, Johnnie Walker had already been exported to 120 regions and becoming the one of the earliest real global brand. "Keep Walking" is the brand spirit that Johnnie Walker always persistent on.
Johnnie Walker blended Scotch whisky product line:
Johnnie Walker Red Label Blended Scotch Whisky
Johnnie Walker Black Label Blended Scotch Whisky
Johnnie Walker Swing Blended Scotch Whisky
Johnnie Walker Green Label Blended Malt Scotch Whisky
Johnnie Walker Gold Label Reserve Blended Scotch Whisky
Johnnie Walker Premier Blended Scotch Whisky
Johnnie Walker Blue Label Blended Scotch Whisky
Johnnie Walker King George V Blended Scotch Whisky
The JOHNNIE WALKER, KEEP WALKING, YULU and WORDS OF A JOURNEY words, the Striding Figure device and associated logos are trademarks.
About Ogilvy & Mather Group China
Ogilvy & Mather Group China is the largest marketing communications network in China. It offers the full range of marketing communication disciplines including advertising, direct marketing, interactive media, database management, public relations, graphic design and related marketing disciplines.
Ogilvy & Mather Worldwide (ogilvy.com), a subsidiary of WPP (NASDAQ: WPPGY), is one of the largest marketing communications networks in the world, with 495 offices in 120 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion and related services.
About BBH China
Since establishing itself in the China market in 2006, BBH China has been winning regional and domestic accolades, most recently being named Ad Age Chinas Creative Agency of the Year 2009. BBH Shanghai was also named MEDIA Creative Agency of the Year 2009 (BBH Asia), MEDIA Independent Agency of the Year 2008 (BBH Asia), China Advertising Independent Agency of the Year 2008, and receiving highest honors at both the Asian Marketing Effectiveness Awards (AMEs), The Webbys (Digital Awards) 2010 and the Appies (Effectiveness Awards ) 2010.
BBH China posted a 30% year on year income growth for 2009/2010 with key Clients including Johnnie Walker (Diageo), Perfetti Van Melles Alpenliebe and Mentos, The Coca Cola Companys SPRITE and Minute Maid, Unilever (Lux & Clear), LG Electronics, World Gold Council, Beverage Partners Worldwide, BOSE, FedEx and The World Wildlife Fund.
Featured in the 12 documentary films are:
1. Mr. CAO Fei, Entrepreneur and Founder of 371maicai.com
2. Mr. HUANG Doudou, Ballet Choreographer and Principle Dancer
3. Mr. LUO Yonghao, Educator, Motivational Speaker, Writer, Founder of Lao Luo Educational Institute
4. Mr. PAN Shiyi, CEO, SOHO International
5. Mr. WANG Keqing, Social Activist and Chief Reporter, China Economic Times
6. Mr. WANG Yiyang, Owner and Chief Designer of fashion brand ZUCZUG
7. Mr. Xiao Peng, Entrepreneur and Founder of www.1rest.com
8. Mr. XU Bin, Associate Dean, Central Academy of Fine Art
9. Mr. ZHANG Jun, performer and choreographer of Kun Qu Opera
10. Ms. ZHANG Ying, Founder, Fuyang Province Aids Orphan Salvation Association
11. Mr. ZHAO Zhong, Environmentalist and Founder of Green Camel Bell
12. Mr. ZHOU YunPeng, blind folk singer and poet