YOUKU - REDEFINE VASE

TitleYOUKU - REDEFINE VASE
ClientYOUKU
Product / ServiceVASE
CategoryA12. Corporate Social Responsibility (CSR) / Corporate Image
EntrantFRED & FARID SHANGHAI, CHINA
Idea Creation FRED & FARID SHANGHAI, CHINA
Media Placement YOUKU BUSINESS DIVISION Beijing, CHINA
PR YOUKU BUSINESS DIVISION Beijing, CHINA
Production CHOPSTICKS DIVISION Shanghai, CHINA

The Campaign

We invited 9 female celebrities who have been reportedly called as ‘vase’, customized vases with their manifestos engraved on, and turned it into sharable contents by YOUKU media channels for every woman,including real vases exhibited as artworks and virtual vases users made online. By showing women’s attitude right back at the disrespectful tag on actual vases, we redefined the word vase and spoke for the real beauty of women.

The Brief

Overall budget : 40 W RMB

Creative Execution

These celebrities has been called a ‘vase’ all along their career, we customised an actual vase for each of them, only this time, the vase become an acknowledgement instead of denial. The vase here is to express their confidence and our respect, it’s a symbol of women’s talent and efforts now, so we treated it as art. Our vases were co-designed by pottery artist and were exhibited as artworks. With the huge traffic of YOUKU platforms and, and the buzz of Women’s Day, all these real and virtual vases brought women’s attitude as the mass opinion to an unprecedented scale.

Describe the success of the promotion with both client and consumer including some quantifiable results

The topic went viral, active participation of resonated women endowed ‘vase’ with a cool new social implication. Instead of trying so hard to deny the title, these real and virtual vases brought women’s attitude as the mass opinion to an unprecedented scale. . 2.3 million women joined the conversation 960 million media impressions

Explain why the method of promotion was most relevant to the product or service

For the first time, the commonly used saying ‘vase’ was seriously brought to people as a disrespectful tag to women. With the most controversial group publically responded to this tag people gave them, through the top entertainment platform, the campaign activated unprecedented awareness and participation for Chinese women to speak for themselves. From celebrities to professionals, the brand supported them with a chance to express their attitude and confidence, let everyone the real beauty of women is beyond their looks.

Considering the title ‘vase’ was originated from the audience,Chinese top entertainment Platform Youku is just the right one to do something. As top online video and streaming service platforms, It has more than 500 million monthly active users, with 800 million daily video views. More importantly, as a entertainment empire with its content producing, it shares strong resource of celebrities and their huge fans group. The right 'where' offered us the right 'who' to stand out for themselves, and to speak for all women. Then we gave it a right 'when'- to launch it on the Women's Day, these girls has successfully turned a hostile controversy issue into an inspiring campaign for all women.

Credits

Name Company Position
Aser Cao FF Creative Director