Cannes Contenders: Ogilvy & Mather China

How will Asia Pacific perform at Cannes this year? In the lead up to the Festival, Campaign Brief Asia will be showcasing the work we hope will impress the judges...

Agoda- Landmarks.jpgAgoda: Landmarks   
Ogilvy & Mather China

Agoda.com is a hotel booking website. It offers the best price to over 1 million properties, in every nook and cranny of the cities around the world. For travellers who like to travel deeper and discover different things instead of just visiting the landmarks. 
Didi Smart Light.jpgDiDi: Smart Light    
Ogilvy & Mather China
In China, 98% of backseat passengers don't fasten their seatbelt. Despite a new law being introduced in March 2017, thousands of passengers continued to ignore this basic safety measure on the road. To combat this challenge, DiDi (China's largest transportation platform) launched the Smart Light. We fitted multiple taxi's and premium car services with seatbelt sensors connected to a rooftop LED screen. Once a taxi is hailed, the rooftop LED display lets passers-by know if the occupants have safely buckled up or not. By leveraging the cultural insight of "saving face" (to avoid humiliation and maintain the respect of other people) in China, this campaign worked to raise public awareness by associating seatbelt safety ignorance as a way to loose "face" in public. 

Nescafe Play Button.jpgNescafe: Play Button    
Ogilvy & Mather China    
It all starts with a Nescafé' is used to express the brand's purpose in China and is understood to mean that Nescafe is the trigger for good things to happen. As the brand competes against a variety of local coffee brands, as well as China's preference for tea, it was important for Nescafé to reinforce this unique messaging.  At the same time, Nescafé wanted to run pre-rolls; a media buy in China that's disliked by more than 9 out of 10 people. Nescafé decided to buy the long-form pre-roll, but replace it with a 5-second ad, which was simply a play button within the iconic Nescafé red cup, leading viewers -- on Youku, China's YouTube--directly to what they wanted to view, with only the message 'it all starts with a Nescafé.'   Instead of interrupting the experience, Nescafé facilitated the experience. And as the buy included over 3,000 'play buttons' between 7am-9am, it really did all start with a Nescafé.

We are inviting agencies to showcase your agency's best chances at Cannes this year. Open to all Asian based agencies entering Cannes this year. Just email kim@campaignbrief.com with a paragraph or two on each of your best chances at this year's festival. Include a link to the case study/TVC or supply jpegs if it is print.

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A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

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