OgilvyOne Shanghai to give OCJ a new look

Oriental CJ (OCJ), home shopping network on television in mainland China, has hired OgilvyOne Shanghai for a long-term campaign aimed at building the company a more multi-dimensional consumer base and drawing traffic to their ecommerce platform, www.ocj.com.cn. Currently, the 10-year-old company has a loyal TV following but, with the continued rise of (and competition from) online shopping, OCJ envisions a savvier, less staid, future.

“More and more older local brands are coming to us, eager for a way into this loud, new, online era,” says Jacco Schegget, President of OgilvyOne China (pictured left). “It’s a tough market, and we’re not only giving OCJ a new look, but teaching them to stand out from the crowd.”

OCJ was wooed by OgilvyOne’s integrated communication plan, which harnesses the expertise of several Ogilvy business units – from Redworks to Ogilvy & Mather Advertising.

“Their logical, complete strategy gave us a complete view of our new positioning,” says OCJ Board Chairman, Yang. “While other marketing companies were suggesting ways for us to spend a lot of money, Ogilvy felt like a business partner, intent on helping us develop sustainably.”