| Title | LET'S PLAY CHINA! |
| Brand | UNILEVER |
| Product / Service | UNILEVER OMO |
| Category | D01. Integrated Digital Campaign |
| Entrant | PROFERO Shanghai, CHINA |
| Entrant Company | PROFERO Shanghai, CHINA |
| Advertising Agency | PROFERO Shanghai, CHINA |
| Name | Company | Position |
|---|---|---|
| Miya Zhou | Profero Shanghai | Account Executive |
| Eunice Ho | Profero Shanghai | Account Manager |
| Tom Tian | Profero Beijing | Project Manager |
| Alessandro Grena | Profero Beijing | Technology Director |
| Karrie Tan | Profero Shanghai | Account Director |
| Jackie Xu | Profero Shanghai | Planning Director |
| Michelle Shi | Profero Shanghai | Copywriter |
| Eleven Qiu | Profero Shanghai | Senior Designer |
| Andy Zhu | Profero Shanghai | Senior Copywriter |
| Color Li | Profero Shanghai | Associate Creative Director |
| Brian Leong | Profero Shanghai | Creative Director |
| Kel Hook | PHD Shanghai | Head of Strategy |
The idea got kids to go out and play more. Removing the stigma that good child development is about study. Empowering parents with ideas of what to play, where to play, when to play. Providing them tools like mobile apps, advice, game ideas, rewards. Online was used to garner support, amplify events and activities on ground. With Let’s Play China as a platform, Yao Ming became relevant to our brand and he agreed to be our brand ambassador. Offline, there were print, tvc’s, interactive taxi, events, in-store promotions. MMA has awarded the mobile app with a Silver for "Social Good". Overall the “Let’s Play, China” movement has generated the social support of 30,000,000 moms online. Engaging 2,500,000 moms on social platforms like Sina and QQ 24/7" OMO has climbed to become the 8th most powerful brand in China*, the only laundry brand among top 10, ahead of brands like Volkswagen, L’oreal, Coca-Cola and Samsung. *Research conducted by Millward Brown on behalf of the BBC