{"id":5392,"date":"2020-07-28T08:00:10","date_gmt":"2020-07-28T08:00:10","guid":{"rendered":"http:\/\/focus.cbbc.org\/?p=5392"},"modified":"2025-04-23T10:07:51","modified_gmt":"2025-04-23T10:07:51","slug":"top-five-ad-campaigns-in-china-for-the-first-half-of-2020","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/top-five-ad-campaigns-in-china-for-the-first-half-of-2020\/","title":{"rendered":"Top five ad campaigns in China for the first half of 2020"},"content":{"rendered":"

Louisa Loehrig and the team at Dao<\/a> pick their five favourite campaigns of the year so far, explain what makes them special, and what they reveal about recent trends in China.<\/h2>\n

COVID-19 may have sent China\u2019s GDP plunging, but Chinese brands didn\u2019t stick their heads in the sand. Whether it was to advertise new products, celebrate a \u2018special day\u2019, big up a shopping festival or show solidarity during COVID-19-\u00a0 in China, 2020 campaigns kept on flowing.<\/p>\n

McDonald\u2019s \u2013 5G Chicken<\/h2>\n
\"Mc

McDonald’s 5G campaign used a clever play on words to attract a techie audience<\/p><\/div>\n

When you think of McDonald\u2019s, burgers, fries and nuggets are more likely to come to mind than new-tech, so Chinese consumers were quite rightly puzzled when McDonald\u2019s released a teaser online<\/a> for its new \u20185G product.\u2019 A smart idea, seeing as 5G is such a huge topic in China at the moment. Telecoms providers are setting up hundreds of thousands of 5G base stations across the country, making tech junkies and online businesses rub their hands together in anticipation.<\/p>\n

McDonald\u2019s\u2019 campaign set fire to comment buttons on social media, resulting in more than a million people tuning in to the livestream launch. Turns out, McDonald\u2019s 5G product was not linked to 5G at all (surprise, surprise); it was a play on words: Chicken in Chinese is pronounced \u2018ji<\/em>\u2019 like both the \u2018G\u2019 of 5G, and the \u2018ji<\/em>\u2019 meaning technology. The campaign highlighted the five \u2018technologies\u2019 of its new McCrispy Chicken \u2013 large, crispy, juicy, fresh and tasty.<\/p>\n

Prada \u2013 Mathematics of Love<\/h2>\n
\"Prada's

Prada’s Mathematics of Love campaign launched around China’s Valentines season<\/p><\/div>\n

Mathematics and love don’t exactly go hand in hand, but it\u2019s exactly what Prada chose for its 520 (one of China\u2019s numerous Valentine\u2019s Days) campaign<\/a>. To really get the girls to encourage their boyfriends to order them the latest Prada bag, the brand featured one of China\u2019s most popular male celebrities, Cai Xukun. Posters and videos<\/a> released to celebrate the romantic day featured a series of numbers linked to romance and love. In the end (who would have guessed?) all these numbers add up to 520, which when pronounced sounds a bit like \u2018I love you\u2019 in Chinese. Yes, another play on words.<\/p>\n

Prada\u2019s multidimensional campaign also featured a customised poster and the option to select gifts for loved ones through its WeChat Mini Program<\/a> \u2013 a nice one-stop-shop for anyone on the app. In the end, apart from selling truckloads of bags, #Prada520 gained 600 million views and 3.24 million comments on Weibo.<\/p>\n

W+K – You can\u2019t mask a smile<\/h2>\n
\"You

Ad agency W+K created a buzz for printing smiling faces on masks<\/p><\/div>\n

Located opposite a major hospital, advertising agency W+K\u2019s Shanghai office witnessed its fair share of Covid-19 related scenes over Spring Festival. Sirens, PPE and masks had replaced firecrackers, dumplings and family gatherings. Instead of seeing happy faces and wide smiles during the important family celebration, faces were hidden behind masks. So, to cheer people up, W+K launched their very own \u2018You can\u2019t mask a smile<\/a>\u2019 campaign, which essentially photoshopped funky expressions on to pictures of people wearing a mask.<\/p>\n

As the campaign spread on social media, more and more people participated \u2013 even big hitters from Alibaba Group and GAP joined the initiative<\/p><\/blockquote>\n

The original campaign featured photos of the W+K team and people in their neighbourhood, such as the owner of a local flower store, a barista and a chef. As the campaign spread on social media, more and more people participated \u2013 even big hitters from Alibaba Group and GAP joined the initiative. What was originally intended as a small gesture provided an excellent way for brands to show that they cared about their consumers during challenging times.<\/p>\n

Alibaba X Tmall \u2013 Health QR code fashion<\/h2>\n
\"Alibaba

Mark Fairwhale selling on Alibaba used the colour green and QR motifs in relation to China’s Health Code system<\/p><\/div>\n

Since the outbreak of the Covid-19 pandemic, China has introduced a system in which everyone has a QR code on their phone, indicating their health profile. When scanned, the QR shows a traffic light system of red (likely infected) amber (in contact with an infected person) or green (all clear). China\u2019s health QR code system is a trace and track system that prohibits those with a red or amber code from travelling. Only those with a green code can move about freely.<\/p>\n

For Mark Cheung (aka fashion brand Fairwhale’s designer), the green code provided inspiration for his summer collection. Why not make it fashionable to be healthy? Although the QR code printed on his T-shirts<\/a> was obviously not personalised and could not be scanned to show an individual\u2019s health data, it impressed Chinese netizens: the hashtag \u2018Green health code T-shirt’ was viewed 14.9 million times on Weibo.<\/p>\n

Along with Fairwhale, Alibaba helped three other young designers launch their 2020 summer collections on Tmall. The colour green featured prominently in their collections and tied in with the growing environmental, health and fitness trend among Chinese consumers.<\/p>\n

Perfect Diary \u2013 International Nurse\u2019s Day<\/h2>\n
\"Perfect

Perfect Diary Nurse campaign tapped into the appreciation of front line workers<\/p><\/div>\n

Makeup brand Perfect Diary decided to use its products to give nine front line nurses a makeover on 12 May \u2013International Nurses Day<\/a>, as China was recovering from the worst of the outbreak. Perfect Diary wanted to express its gratitude for the huge sacrifices they had made. The campaign juxtaposed images of the nurses when they had just finished a shift, with a photo of them after their makeover alongside their personal stories.<\/p>\n

The campaign juxtaposed images of the nurses when they had just finished a shift, with a photo of them after their makeover<\/p><\/blockquote>\n

Since launching only four years ago, Perfect Diary has become China\u2019s leading domestic cosmetics brand thanks to developing customer loyalty and a strong brand image. Rather than using professional models, they work with real-life role-models, giving the campaigns a more personal and relatable edge. This one went down an absolute treat with consumers, earning the brand an overwhelmingly positive response on social media.<\/p>\n

Creative campaigns that understand consumers<\/h2>\n

In their Covid-19-related campaigns, Perfect Diary and W+K highlighted their social consciousness and perfectly judged the public mood, in turn boosting their relationship with audiences. All of these featured brands have also shown that it pays off to be aware of popular trends among consumers, as shown by the designers on Tmall who looked to \u2018health\u2019 for inspiration for their collections, and McDonald\u2019s who used \u2018tech\u2019 buzzwords to build up excitement about their campaign. As such, all five campaigns have achieved great success across social media.<\/p>\n

Dao Insights<\/a>\u00a0publish the newest news, case studies and opinion articles on all things\u00a0China<\/span>. Take a look on their website and sign up to their bite-sized\u00a0weekly newsletter<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Louisa Loehrig and the team at Dao pick their five favourite campaigns of the year so far, explain what makes them special, and what they reveal about recent trends in China. COVID-19 may have sent China\u2019s GDP plunging, but Chinese brands didn\u2019t stick their heads in the sand. Whether it was to advertise new products, celebrate a \u2018special day\u2019, big up a shopping festival or show solidarity during COVID-19-\u00a0 in…<\/p>\n","protected":false},"author":30,"featured_media":5399,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[123],"tags":[2012,2013,2016,2427,2017,2014,2015],"class_list":["post-5392","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-consumer","tag-advertising","tag-mcdonalds","tag-nurses","tag-paywall","tag-ppe","tag-prada","tag-wk"],"yoast_head":"\nTop five ad campaigns in China for the first half of 2020 - Focus - China Britain Business Council<\/title>\n<meta name=\"description\" content=\"Despite the pandemic, some brands have run immensely successful Chinese Covid ad campaigns. 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