|Title||LET THERE BE LIGHT|
|Product / Service||COCA-COLA|
|Category||B04. Business Citizenship / Corporate Responsibility & Environmental|
|Entrant||OGILVY BEIJING, CHINA|
|Idea Creation||OGILVY PUBLIC RELATIONS Beijing, CHINA|
|Production||BEIJING ANT-X PRODUCTION Beijing, CHINA|
|Graham Fink||Ogilvy Beijing||Chief Creative Officer|
|Kin Chong||Ogilvy Beijing||Executive Creative Director|
|Yong Xie||Shenyang University Academy of Fine Arts||Professor|
|Sheng Li||Reuters China||Photographer|
|Xingsheng Qi||Ogilvy Beijing||Creative Director|
|Guilin Bo||Ogilvy Beijing||Creative Director|
|Wenbo Zhang||Ogilvy Beijing||Associate Creative Director|
|Jingbei Zhang||Ogilvy Beijing||Art Director|
|Meiying Zhao||Ogilvy Beijing||Associate Art Director|
|Marcus Ma||Ogilvy Beijing||Vice Presiden|
|Hui Wang||Ogilvy Beijing||Senior Account Manager|
|Max Liu||Ogilvy Beijing||Senior Illustrator|
|Chao Wei||Ogilvy Beijing||Agency Producer|
With this special statues exhibition, we light up people’s heart and bring them and the society closer together in harmony.
Implementation of the PR activities: The off-line art exhibition attracted government media and mainstream media to launch the first round report; The reprinted reports of the art exhibition by domestic and international media carry out the second round report; The event propagated by Coca-Cola’s official social media account, along with the spontaneously dissemination by netizens, received over 100,000 reposts. Timeline: The production started from March 2015 to March 2016. The devices were exhibited from April 9 to April 19. Scale: There were five groups of devices, each of which was two meters tall, covering more than 200 square meters in total.
Tier 1: This campaign was reported by China's official media such as People's Daily, CCTV, website of China government etc., by domestic and international authoritative media such as AFP, CHINADAILY, Toutiao, iFeng.com, NTB etc., and by video media such as Shenyang TV, CCTV.com, Phoenix video etc. More than 100 media reported and more than 200 media reproduced within 3 days.More than 220 million person-times of media exposure. Tier 2: Because of this event, the audience got closer to one another, and called others on social media to step forward and make this society warmer, with more than 100,000 shares on social media.
We launched this marketing campaign for Coca-Cola's Corporate Social Responsibility in China in 2017. This event focused on the social issue “indifference”. Instead of traditional marketing methods, we held an interactive public art exhibition in a shopping mall. We used creative content which worth talking about to arouse people’s interest, and explode on media and social platforms.
Target audience: It was for the whole society. Target media: Level 1: Chinese Gov owned media Level 2: Chinese mainstream media Level 3: Chinese Local Media and other news websites Level 4: worldwide media PR planning: We picked social topics as the core content of our creativity. We did an in-depth report by leveraging the power of Chinese authoritative media, along with follow-up report by more mainstream media, so that we could enlarge positive influences persistently. We drove the dissemination of the event through high quality contents on social media, and attracted more netizens to propagate spontaneously. Approach: We used a creative content to change the behavior of Chinese, from turning a blind eye to others’ difficulties into getting close and helping others in forming a social harmony. We looked forward to using light to disperse the darkness, and to melt the indifference of the society.