The Campaign

TV entertainment shows and TV drama still form the majority of content in China. TV Drama accounts for 50% of TV viewership and 53% time viewing on Digital Video channels. The past three years has seen the State Administration of Radio, Film and Television (SARFT) introduce regulations that has dramatically reduced the quality and quantity of prime time advertising inventory: Oct 2011: Decreasing the number of programs broadcast between 1930-2200pm across 50 provincial satellite channels. Oct 2012: Cutting in program ad breaks during between 19.30 – 22.00pm. Oct 2013: Stations only allowed one music reality program. The end result is Chinese TV audiences are down 25% over 5 years, people watch more TV shows than ever, but are watching them on digital devices. In some cities, video is bigger than TV, for instance, WuHan is TV about 60% vs. video 75% and SuZhou is TV 55% vs. video 69%. This has also led to of a dramatic increase in branded content opportunities, however with constraints on number of programs this has driven a rise in the cost of branded content sponsorship on TV, further pushing brands to explore online content as an effective way of reaching and engaging their audience.

Results

You would think a country that has become the second largest economy in the world would have plenty to smile about? While China’s rapid economic development has lifted millions out of poverty, it has come at a cost – people in China are just not as happy as they used to be. Our audience of young post 80’s urban Chinese have spent most of their lives striving for success in an ever-growing competitive landscape. The result? While material wealth has improved living environments, it has not necessarily improved quality of life. Zhonghua toothpaste, a local brand with a 60 year history in China, took it upon itself not just look out for the dental health of a nation, but help China’s stressed out urban middle class discover their smile again. Creating a branded content campaign that challenges our audience to discover their one reason to smile. The centrepiece of the campaign is an 8-minute short film, starring China’s Julia Roberts, leading actress, Yao Chen. The story centres on Yao’s character, a world-weary photographer burnt out by urban life. Gaining a glimpse into her future, coupled with the wise words of a worldly newspaper street vendor, Yao’s character understands the importance of finding her one reason to smile. The film appeared on China’s top digital video online and mobile platforms Tencent and Youku, aired on national TV and supported by integrated digital campaign, including social media activation partnering with selfie app Story Camera, Zhonghua detected the level of someone’s smile in their selfie pic, generating smile points linked to a social programme sponsoring corrective oral surgeries for infants. Offline support included magazine, PR, events and using the central newspaper vendor character as a catalyst became the first brand to advertise on over 1600 newspaper stands in Shanghai.

Using China’s Julia Roberts, Yao Chen in an 8-minute online film about growing urban middle class disillusionment in China was a huge catalyst for drawing audience to the content. Coupling Yao Chen’s PR impact in partnership with China’s two leading online and mobile video platforms, Youku and Tencent drove significant viewership. The online success resulted in the film being picked up and aired on national TV. Other tactics included social media activation, selfie app mobile partnership plus using the newspaper vendor character in the film as the catalyst to be the first brand to advertise on Shanghai’s 1600 news stands.

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