Cannes Contenders: DDB Shanghai
How will Asia Pacific perform at Cannes this year? During the lead up to the Festival Campaign Brief will be showcasing the work we hope will impress the judges ….
PepsiCo set out to turn Chinese consumers from a nation of buying into a nation of giving over Chinese New Year.
PepsiCo partnered with China’s biggest e-commerce platform Tmall and China Women’s Development Foundation to open an online hypermarket where people could shop for themselves as well as families in need.
Tmall shoppers were encouraged to add a small RMB2 (equivalent to USD0.03) purchase to their shopping carts to contribute towards care packages for families in need.
Moviestar Huang Xiaoming came on board to deliver the parcels to impoverished families in remote areas.
The initiative was supported by a star-studded music video and four mini-movies about giving. In just under two months, the online video content was viewed 1.4 billion times. The initiative was widely covered by major newspapers and TV channels, mentioned over 3.4 million times on social media and earned the official endorsement of the Chinese government.
Best of all, on Chinese New Year, 16,415 Chinese families received care packages from PepsiCo.