TEAM BLUE REALITY SHOW

TitleTEAM BLUE REALITY SHOW
ClientVOLKSWAGEN (CHINA)
Product / ServiceTHINK BLUE
CategoryA02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
EntrantDDB CHINA GROUP Beijing, CHINA
Entrant Company DDB CHINA GROUP Beijing, CHINA
Contributing Company DDB CHINA GROUP Beijing, CHINA
Contributing Company 2 G2S CREATIVE WORKSHOP Beijing, CHINA

The Campaign

Reality television is one of the most popular forms of entertainment in China. There are all kinds of reality shows in China, from dating to singing and even job hunting. The genre is so popular that it’s all you see now on prime time TV.

Results

Challenge & marketing objectives China is the world’s largest consumer of energy. With the damage to the environment apparent, the Chinese all hope for a cleaner future. But the issue can often be too academic & seen just as another buzzword. They also don’t think it’s up to them to take action. Volkswagen wanted to re-excite Chinese people on the topic and make them re-think their attitude and behavior. Campaign strategy We needed a new approach to make eco-living more relevant. We had to turn a heavy topic into something entertaining and fun. Reality television is one of the most popular forms of entertainment in China. There are all kinds of reality shows in China, from dating to singing and even job hunting. The genre is so popular that it’s all you see now on prime time TV. So an idea came to us, why don’t we create the first eco-challenge reality show? Creating eco-living as entertainment for the first time ever. Campaign concept & execution The ‘Team Blue Show’ - China’s first eco-challenge reality show, a series of nine webisodes portraying eco-living as a form of entertainment. The show’s contestants are three well-known celebrities - Shen Ling, Wu Xin, Du Hai Tao who were able to instantly attract our target audience. They are coming together as Team Blue, they are known for their energy and humor which made them popular through a Hunan TV show. Their personalities alone could turn any mundane topic to something interesting. In each episode, Team Blue were given an eco-challenge - the missions are familiar to us all and relevant to daily life, such as reducing paper and water use. But instead of boring textbook answers, Team Blue had to think out-of-the-box, providing entertainment to otherwise tedious tasks.

The ‘Team Blue Show’ - China’s first eco-challenge reality show, a series of nine webisodes portraying eco-living as a form of entertainment. The show’s contestants are three well-known celebrities -Shen Ling,Wu Xin, Du Hai Tao who were able to instantly attract our target audience. They are coming together as Team Blue, they are known for their energy and humor which made them popular through a Hunan TV show. Their personalities alone could turn any mundane topic to something interesting.

We wanted Chinese people to re-think how they can contribute to the environment. With 72,000 original eco-living ideas and 100,000 votes submitted within one month, we considered it to be a good start for our mission. Eco-living has become a hot topic in social media for the first time. With the buzz growing 17 times since launch, over 25,000 comments and 31,000 forwards were recorded within a month. The Team Blue show has been watched over 7 million times on its Youku channel. Team Blue Show – a winner in making eco-living entertaining and fun, has encouraged everyone to join in and help the environment every day. But after all, the winner isn’t Team Blue nor their fans, the winner really is our environment.

Credits

Name Company Position
Herbert Law Tribal Worldwide Beijing Account Director
Dickson Mok Tribal Worldwide Beijing Business Director
David Li Tribal Worldwide Beijing Creative Director
Tim Cheng Tribal Worldwide Beijing Chief Creative Officer