Yihaodian liberates Chinese grocery shoppers

Snail print ad.jpgYihaodian, one of China's leading e-commerce websites, has teamed up with Ogilvy & Mather Advertising/Shanghai to launch its latest "The Best Choice" campaign to spark a conversation about grocery shopping. The new campaign consists of a series of funny videos and print ads that dramatize the stress of grocery shopping for many urban Chinese who lead hectic and fast-paced lives.

In one of the 30-second videos a young man waiting patiently in line at the supermarket checkout suddenly sees the shopper in front of him yell for all her relatives to cut in line as she is about to check out. The aggravated young man bursts into a snail (literally) and slowly inches toward the checkout. The three other videos show similarly unpleasant grocery shopping scenarios such as carrying heavy grocery bags home and going through tedious product exchange/return processes, but with dramatic yet lighthearted endings.

VIEW THE SNAIL SPOT
VIEW THE DONKEY SPOT

"The booming development of e-commerce in China allows urban consumers to place orders online or by phone and to have products delivered to their doorstep all on the same day. This eliminates the inconvenience of having to navigate crowds, standing in long lines and carrying heavy bags home," said Dr. YU Gang, Chairman of Yihaodian. "Coinciding with Yihaodian's fourth anniversary, this campaign takes a creative and humorous approach to demonstrate how grocery shoppers can save time and money, and be less stressed, by buying online instead."

YUAN Yong, Managing Director of Ogilvy & Mather Advertising/Shanghai said, "Yihaodian is a big player in the e-commerce sector. To position it as the leading online destination for grocery shopping in China we came up with four common - and annoying - supermarket scenarios and contrast these with the ease of using Yihaodian's convenient online service. The results are a series of over-the-top but funny ads that will stick in consumers' minds and hopefully bring a chuckle to their day."

To maximize its impact, the print ads and video series will be shown through multiple channels: online and on screens in buildings, taxis and subways from June-December 2012 in first and second tier cities in China.

CREDITS
Project title: "The Best Choice"
Client: Yihaodian
Brief: Create a campaign to position Yihaodian as the premier online grocery shopping website for urban Chinese consumers
Creative agency: Ogilvy & Mather Advertising Shanghai
Planner: Morgan Cao
Account: Tracy Cao, Nicole Hu, Eden Wu
Creative Director: Thomas Zhu
Art Director: Koko Huang
Copywriter: Kiddy Wang
Agency Producer: Vivian Wu
Production House: PRO Films
Exposure: Touch media, focus media, digital, OOH

3 Comments

Spot on said:

The humour is just right, and clearly the work of locals from that market, rather than imports who don't understand Chinese insights. The TVCs could have been slightly better done (they are supposed to be "raw", I know) but a good effort anyway.

Retro said:

Congrats. A blast from the past.

Chairman Mao said:

Did you hit the Great Wall or something? Work off the mental block by joining The Great March Forward. The thoughts are so first level!

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