DO THE WRITE THING

Short List
TitleDO THE WRITE THING
ClientHANVON
Product / ServiceTOUCHPAD
CategoryB02. Consumer Products
EntrantJWT BEIJING, CHINA
Entrant Company:JWT BEIJING, CHINA
Advertising Agency:JWT BEIJING, CHINA
Media Agency:MAXUS CHINA Shanghai, CHINA

Results and Effectiveness

Result Huge numbers of consumers called in direct orders, far exceeding the Client’s expectations. over 40,000 pieces of computers sold. Sales up 23%. Responses to the journal spread rapidly through social networks all over the internet. It made a lot of noise within the industry too. A journalist from the China Business Journal itself was keen to interview his own editor to promote this unique story.

Creative Execution

Creative strategy solution use the Newspaper as our hero: A Full Page 100% Hand Written news journal. Channel We talked to China Business Journal, one of the most influential business papers in China. They allowed us to take one of their full page journal reports and transform it into a hand written. Due to strict censorship rules in China, the editor only gave us 6 hours before it went to press. 6 hours to transcribe a full page report. On receiving the unpublished material from the editor, our calligrapher worked with art director to design the typography, the layout, and of course, to perfect the handcrafted script style. The first hand written newspaper in China is born! On the morning of 21st December 2010, China awoke to the 1st full page report printed in a hand written script. This marked a 1st in the history of the Chinese newspaper industry.

Insights, Strategy and the Idea

Background. China computer market is dominated by Laptop computers. They all look the same with a screen and keyboard. The Product Hanvon is a Tablet computer comes with a touch screen writing pen. It can record the hand writing in a calligraphy form. The user could send out a more personalized mail with their own hand writing. This is a unique product in China. Target Audiences Business men over 40 years old. They never like to use computer because they don't want to learn typing Chinese. Insight How can we help these middle aged business men to overcome the difficulty of writing mail without the pain to learn typing? Hanvon Touchpad computer with the writing Pen enable them to hand write their email. Challenge How can we revive the spirit of hand writing through a simple execution? Idea Dramatize Hand Writing using the most traditional media-- Newspaper.

Credits

Name Company Position
Polly Chu JWT Beijing CCO
Rich Shiue JWT Beijing ECD
Dapeng Feng JWT Beijing CD
Jie Yang JWT Beijing CW
Qian Wang JWT Beijing SAD
Chenghao Xie JWT Beijing AD
Renwen Wu JWT Beijing AAD
Andy Xu JWT Beijing GM
Dennis Sun JWT Beijing AD