Jack & Jones experience show (on the left), gothic style (in the middle), Jack & Jones promotional photograph on its international site (on the right)
Danish menswear brand Jack & Jones’ gothic-themed tour came to an end in Shanghai this December. The tour was named “Gothicise Your Wardrobe 2011, Jack & Jones Brand Experience Show” and hit many cities across China including Dalian, Beijing, and Jinan.
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On October 6, news spread quickly about “a new 3D SNS to communicate your ‘other side’.” A promotional video, called “The Most Beautiful Devil Ever,” features an attractive young woman dressed in white coming home and transforming into a sexy devil. As she walks towards the screen in black lingerie, an eerie male voice whispers, “Are you human [Ren] or devil [Mo]? Let people know your other side.” The tagline used in the campaign employs a pun on “Renren,” the leading Chinese SNS, “When Renmo’s on, everybody [Renren] trembles.”
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Recently, a commercial promoting a diary supposedly written by “V” (indicating vagina, “小V日记” in Chinese) caught our attention. Viewers on video sharing sites note that there is barely a product image or brand name shown in the advertisement – until you perform a search online. Which we did. What we found was a small booklet published by personal care brand Johnson & Johnson to share knowledge about gynecological health. The book is thirty pages long and covers sexual health in a friendly way with articles covering friendship, fashion, traveling, fitness, love – and sex. Little V’s Diary is free and available both on and offline. Check out the mini-site. (See the video below)
The campaign is an interesting step by a brand to add information to a topic that is mostly ignored for fear of embarassment. While young people are certainly engaging in sex, formal education is still minimal. Despite some pilot programs being launched in schools, youth’s primary resources are still word of mouth from friends and online.
Branded viral videos are becoming mainstream in China. The latest example is 7up’s new clip that netizens are calling “The Seven Most Awesome Events in History”. The video features recent hot topics in pop culture including the Chinese national football team, girlfriends, salaries, Li Gang, and the salt frenzy. The video has currently received over 13 million views on Tudou.com alone. Check out the video here:
Volkswagen recently launched the “People’s Car Project” asking Chinese Internet users to help co-design the car of future. Starting a few days ago on www.zaoche.cn, the campaign is slated to run for one year and has already attracted over 13,000 users registered to take part in the design.
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Haier Group, a domestic Chinese brand which topped the Euromonitor Global Major Appliances 2010 Brands’ rankings for the second consecutive year, is turning its eyes on Chinese youth. The brand’s “Everyday Xiao Qingxin” (小清新 literally meaning little freshness) campaign on the indie youth favorite SNS, Douban, is directed at connecting its new environmentally-conscious, formaldehyde removal air-conditioning product with fashionable consumers.
“Xiao Qingxin” originates from Indie Pop, but it has since become a fresh style of its own in China, grounded in aesthetic and simple design, with its own manifestations in books, magazines, photographs, and music. Xiao Qingxin style even has a standard dress code – white canvas shoes, long cotton skirts, white T-shirt, armed with a LOMO camera.
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The Bergstrom Group is an insights and trends consultancy helping marketers understand and connect with Chinese consumers. Through thoughtful research, rich narratives and actionable insights, we are helping to tell the story of new China.
