| Title | YOUR TEE, YOU DEFINE! |
| Brand | SEMIR |
| Product / Service | FASHION |
| Category | C01. Integrated Campaign Led by Direct |
| Entrant | DRAFTFCB CHINA Shanghai, CHINA |
| Entrant Company: | DRAFTFCB CHINA Shanghai, CHINA |
| DM/Advertising Agency: | DRAFTFCB CHINA Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Dick Chan | DRAFTFCB | Head of Digital |
| Xin Wang | DRAFTFCB | Business Director |
| Laurent Jiang | DRARTFCB | Associate CD |
| Onn Siow | DRARTFCB | Head of Designer |
| Robin Chen | DRAFTFCB | Head of TV Production |
| Coobe Wang | DRAFTFCB | Group Head |
| Rachel Tao | DRAFTFCB | Account Manager |
| Crystal Tang | DRAFTFCB | Account Executive |
| Iay Jiang | DRAFTFCB | Art Designer |
| Patrick Tong | DRAFTFCB | Account Director |
| Tiffana Pun | DRAFTFCB | Planning Director |
| Eddie Wong | DRAFTFCB | National Executive Creative Director |
Chinese casual wear brand Semir wants to engage with Chinese youth – today’s Generation Y who wants self-expression.
Chinese youth - today’s Generation Y wants self-expression and creativity. Semir created the“Your Tee, You Define!” campaign to allow the young consumers to express themselves creatively on T-shirt design online and offline. The campaign integrates online viral video, campaign promotional website and street level pop-up stores to inspire and to engage young consumers. It unveils endless possibilities for expression...
The Idea -“Your Tee, You Define!” is to inspire,engage and interact with the Chinese youth. First Step -9 Viral videos launched on Tudou.com (China's YouTube equivalent). Second Step -Campaign website for T-shirt ideas & design submission. Third Step -Street level Pop-up stores where they can experience from designing to making their own T-shirts.
• 6.8M viral video views of online videos on Tudou.com (China's YouTube equivalent). • 4.8M campaign website visits • 26,486 T-shirt design submissions onto campaign website • Most viewed campaign on Campaign Asia website and wide PR coverage in and outside China • Earned media coverage grew by 1500% in 1 week and 250% in 1 month • Within 90 days, The “Your Tee, You Define!” campaign website visits doubled comparing to competitors.