The Campaign

Semir chose to collaborate with the movie “Iron Man 2” this summer. In order to up lift their brand image through Hollywood production. But as compared with other super heroes, Iron Man is relatively less popular. Our challenge is to arouse young people’s interest and also to create a buzz before the release of the movie and the news of the crossed over.

Success of the Campaign

In the period of I Man’s appearance & discussion on the internet, Click rate of the movie trailer of “Iron Man 2” was 611% higher than expectation.   The browse rate of Semir official website has increased by 200% in April as compared to March.   Many “Shan Zhai” Iron Man videos were created by netizens and uploaded onto social sites. Iron Man became a well know super hero in China.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We choose the unique “Shan Zhai Culture”(ie. Copycat) in mainland China as a start and created our very own made in china Iron Man: I-Man.   Step 1: Before the movie “Iron Man 2”, I-Man appeared in many places of Shanghai. Passengers stopped, took videos and uploaded them which became a hot topic on the internet.   Step 2: We formed a “Shan Zhai” company with an official website which sells “Shan Zhai” I-Man, create “Shan Zhai” Direct sales TVC, Tao Bao Shop, biding of I-Man armor.   Step 3: Movie "Iron Man 2" launched. Starts Semir products online sales on TaoBao shop.