CHENGDU PAMBASSADOR

TitleCHENGDU PAMBASSADOR
ClientCHENGDU MUNICIPAL GOVERNMENT
Product / ServiceCITY OF CHENGDU
EntrantOGILVY & MATHER GROUP HONG KONG, HONG KONG
Entrant Company OGILVY & MATHER GROUP HONG KONG, HONG KONG
Advertising Agency OGILVY & MATHER GROUP HONG KONG, HONG KONG

The Campaign

When you think of visiting China, you might consider the history of Beijing, the sophistication of Shanghai, or the ancient Terracotta Warriors of Xi’an. In contrast to these destinations, popular for the icons they represent, the Western city of Chengdu was not on the map for world travelers. Our challenge was to get Chengdu on the tourism radar with a global audience. Our objective was to drive Chengdu’s tourism growth rate by linking Chengdu as the iconic home of the Giant Panda. The idea was to connect the world with Chengdu’s uniquely lovable icon. We did this by launching a global search for ambassadors for the Chengdu Pandas. We named them the “Chengdu Pambassadors.”

Success of the Campaign

The campaign exceeded expectations, with content reaching more than 110 million people on Facebook alone and recruited 225,000 PandaQuest applicants. Even Mark Zuckerberg gave our branded content a “thumbs up.” The campaign generated 1.6 billion media impressions, including 900 media outlets across 30 countries in 13 languages. Awareness of Chengdu as the hometown of Giant Pandas jumped by over 20% in our most important markets (source: Facebook brand tracker, December 2012). Most importantly, by connecting Chengdu to its most lovable icon, pandas, we were able to drive a 30.3% increase in international visitors to Chengdu year on year from 2011 to 2012.

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

We knew to reach a truly global audience, we needed to use the only truly global social platform: Facebook. This was a first for any Chinese government agency. A custom Facebook application was created where hopefuls began their PandaQuest on our global Page. To really stand a chance, hopefuls needed to collect friend testimonials and supportive “panda hugs” to prove themselves worthy of becoming a Pambassador. We ran original, localized daily content in 9 countries and 7 languages. Singapore posted hand-drawn panda comics, the UK jumped on the Gangnam style meme with “panda style” and the US tracked the birth of the San Diego Zoo’s panda cub. We optimized our local content from page insights to publish more of the stories our audience loved. Developing content closely with the media plan was key. We used a targeted mix of Facebook Ads, Google AdWords, and YouTube media to extend campaign effectiveness.

Credits

Name Company Position
Laurens Bouwkamp Ogilvy/Mather/Hong Kong Senior Web Developer
John Yau Ogilvy/Mather/Hong Kong Senior Web Developer
Craig Mason Ogilvy/Mather/Hong Kong Technology Director
Josh Thomas Ogilvy/Mather/Hong Kong Senior Art Director
Matt Dray Ogilvy/Mather/Hong Kong Digital Solutions Director
Jared Ko Social@ogilvy Asia Pacific Regional Digital Strategist
Nagisa Konomura Social@ogilvy Asia Pacific Regional Digital Strategist
Stephanie Chevalier Social@ogilvy Asia Pacific Regional Senior Strategist
Jenna Boller Social@ogilvy Asia Pacific Regional Strategy Director
Joanne Wan Social@ogilvy Asia Pacific Regional Strategy Director