• Resources
  • Blog
  • Journalists
  • Log In
  • Sign Up
  • Data Privacy
  • Send a Release
Cision PR Newswire: news distribution, targeting and monitoring home
  • News
  • Products
    • Overview
    • Distribution by PR Newswire
    • Cision Communications Cloud®
    • Cision IR
    • All Products
  • Contact
    • General Inquiries
    • Request a Demo
    • Editorial Bureaus
    • Partnerships
    • Media Inquiries
    • Worldwide Offices

 

When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • All Public Company
      • English-only
      • News Releases Overview

      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
      • Multimedia Gallery Overview

      • Trending Topics

      • All Trending Topics
  • Business & Money
      • Auto & Transportation

      • All Automotive & Transportation
      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • Auto & Transportation Overview

      • View All Auto & Transportation

      • Business Technology

      • All Business Technology
      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • Business Technology Overview

      • View All Business Technology

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Financial Services & Investing

      • All Financial Services & Investing
      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • Financial Services & Investing Overview

      • View All Financial Services & Investing

      • General Business

      • All General Business
      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • General Business Overview

      • View All General Business

  • Science & Tech
      • Consumer Technology

      • All Consumer Technology
      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • Consumer Technology Overview

      • View All Consumer Technology

      • Energy & Natural Resources

      • All Energy
      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • Energy & Natural Resources Overview

      • View All Energy & Natural Resources

      • Environ­ment

      • All Environ­ment
      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • Environ­ment Overview

      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • All Heavy Industry & Manufacturing
      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • Heavy Industry & Manufacturing Overview

      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • All Telecomm­unications
      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • Telecomm­unications Overview

      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • All Consumer Products & Retail
      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • Consumer Products & Retail Overview

      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • All Entertain­ment & Media
      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • Entertain­ment & Media Overview

      • View All Entertain­ment & Media

      • Health

      • All Health
      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • Health Overview

      • View All Health

      • Sports

      • All Sports
      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • Sports Overview

      • View All Sports

      • Travel

      • All Travel
      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • Travel Overview

      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • All Policy & Public Interest
      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • Policy & Public Interest Overview

      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • All People & Culture
      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • People & Culture Overview

      • View All People & Culture

      • In-Language News

      • español
      • português
      • Česko
      • Danmark
      • Deutschland
      • España
      • France
      • Italia
      • Nederland
      • Norge
      • Polska
      • Portugal
      • Россия
      • Slovensko
      • Suomi
      • Sverige
  • Overview
  • Distribution by PR Newswire
  • Cision Communications Cloud®
  • Cision IR
  • All Products
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices
  • PR Newswire: news distribution, targeting and monitoring
  • Send a Release
    • ALL CONTACT INFO
    • Contact Us

      888-776-0942
      from 8 AM - 10 PM ET

  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
    • Trending Topics
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • Overview
  • Distribution by PR Newswire
  • Cision Communications Cloud®
  • Cision IR
  • All Products
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices
  • Send a Release
  • Sign Up
  • Log In
  • Resources
  • Blog
  • Journalists
  • RSS
  • GDPR

Creating a Stronger Brand by Differentiating "Story" and "Function", Beijing Dentsu Advertising Introduces 3 Successful Campaigns from China


News provided by

Beijing Dentsu Advertising Co., Ltd.

Jan 24, 2019, 01:47 ET

Share this article

Share this article


BEIJING, Jan. 24, 2019 /PRNewswire/ -- Beijing Dentsu Advertising Co., Ltd. (Headquarters: Beijing City, People's Republic of China, Representative: Akimasa Baba), an advertising firm that assists companies in visualizing a "brand story" and creating content that generates empathy with customers, had a successful FY2018 with several strong campaigns.

Shanghai Pudong Development Bank
Shanghai Pudong Development Bank
Zhong He Feng Jing
Zhong He Feng Jing
Zhong He Feng Jing
Zhong He Feng Jing
Shanghai Pudong Development Bank Zhong He Feng Jing Zhong He Feng Jing

Alongside the rapid economic growth, the value standard of consumption is changing as people's lifestyles diversify in China. In recent years, the speed of EC infrastructure development has been remarkable. Establishments that offer local and foreign products are becoming more popular, reflecting the increase in consumer options and inter-company competition. In urban areas full of abundant supplies, many companies find it difficult to differentiate themselves solely by the "functionality" of their goods, so creating new added value is important.

Under these market environments, Beijing Dentsu Advertising has created several strong campaigns that were able to reach the hearts and minds of their client's customers. The following is three representative campaigns from FY2018 that have generated strong responses.

Case 1: Shanghai Pudong Development Bank

"The Longest Wait" - Can you imagine waiting for eight and a half years? 

Overview

In China, zodiac animals are often aligned with banks and money. For example, banks may issue commemorative coins emblazoned with a year's zodiac animal. Shanghai Pudong Bank develops investment products that contribute to solving certain social problems. This year, influenced by 2018's zodiac animal, the dog, they have taken aim at the guide dog shortage. Many customers empathized with the idea and it has led to an increase in product purchases.

Insight

In China, guide dogs are in short supply. It is said that only one in 170,000 people will have one provided, and if a visually impaired person applies for a guide dog, they will have to wait up to eight and a half years. Even though the training of guide dogs is an urgent issue, this situation has not yet reached the social consciousness.

Solution Ideas

Develop special investment products that donate part of the proceeds to a guide dog fund. This project was based on the idea that there are investors at Shanghai Pudong Bank who wish to help solve social problems and support people in need. As a means of spreading awareness of this social problem, a waiting time guide panel was set up at the bank that printed out queue tickets with a waiting time of eight and a half years. Customer reactions were recorded through CCTV showing their shock at the unbelievable wait time and their newfound sympathy for those impacted by this "unendurable length of time". SNS also spread this video more than 6 million times. Within only a few days, the project succeeded in selling over USD 145,000 worth of the product, raising significant funds to donate to the training of guide dogs.

"The Longest Wait" Project Introduction VDO

https://www.youtube.com/watch?v=AIikoBWvNpE

Case 2: Zhong He Feng Jing

"Beauty Rice Bottle" - Total beauty from the inside, out 

Overview

In China, where people's health awareness is increasing with rising incomes and living standards, "organic" food ingredients are increasingly appearing on the market. Even in the rice category, "organic rice" attracts attention and competition is intensifying for each brand. Zhong He Feng Jing launched "Premium Organic Rice" focused on the efficacy of "rice as a cosmetic product", keeping skin healthy and beautiful in order to display their high quality and high nutritional content. In addition to the conventional "health" axis, Beijing Dentsu Advertising succeeded in communicating a new value of "beauty".

Insight

Target consumers who focus on health and food selection are assumed to also be highly cognizant not only about their inner health, but also their external appearance.

Solution Ideas

Verify all the potency that rice possesses and create offerings that not only act as "food" containing abundant nutrients, but also, in accordance with the ancient wisdom of using rice to maintain beautiful skin, can act as "cosmetics". Until now, "rice to eat" and "rice as cosmetics" were often provided by different brands and different manufacturers, but by converging two items from one premium brand, the organic rice's "Health Story" combined with the "Beauty Story" to expand the brand's possibilities.

Beauty Rice Bottle Project Introduction VDO

https://www.youtube.com/watch?v=L-3MIMU_bDA

Case 3: Zhong He Feng Jing

"Rice of the Heroes" - Stimulate children's curiosity, grow together

Overview

In China, where food diversification and westernization are advancing, the options for getting carbohydrates outside of rice are increasing. As a leading rice company, Zhong He Feng Jing has worked with educational institutions and raised awareness of rice through "food education" in an attempt to expand demand for rice.

Insight

Originally rice was popular as a staple food in China. Historically, the heroes who appear in famous Chinese stories all grew up eating rice before becoming a hero. It is common for a child to want to follow in their favorite hero's footsteps, so Beijing Dentsu Advertising thought that tickling a child's curiosity and adoration and superimposing it over historical hero's meals could increase the demand for rice.

Solution Ideas

Collaborate with educational institutions to provide "food education". By showing the eating habits of the heroes as part of learning historical stories, Beijing Dentsu Advertising aimed to stimulate interest in food and provide a background for the consumption of rice. Beijing Dentsu Advertising found that there were several menus that use rice and succeeded in spreading awareness that rice has been a staple of eating habits across generations and eras.

Rice of Heroes Project Introduction VDO

https://www.youtube.com/watch?v=gnBDjV1O0uY

Beijing Dentsu Advertising Co., Ltd. will continue to create promotion activities that shake people's mind by creating brand's "favor and sympathy" while linking the brand concept with consumer's emotions.

SOURCE Beijing Dentsu Advertising Co., Ltd.

Modal title

Contact Cision

  • Cision Distribution 888-776-0942
    from 8 AM - 9 PM ET

  • Chat with an Expert
  • General Inquiries
  • Request a Demo
  • Editorial Bureaus
  • Partnerships
  • Media Inquiries
  • Worldwide Offices

Products

  • Cision Communication Cloud®
  • For Marketers
  • For Public Relations
  • For IR & Compliance
  • For Agency
  • For Small Business
  • All Products

About

  • About PR Newswire
  • About Cision
  • Become a Publishing Partner
  • Become a Channel Partner
  • Careers
  • COVID-19 Resources
  • Accessibility Statement
  • Asia
  • Brazil
  • Canada
  • Czech
  • Denmark
  • Finland
  • France
  • Germany
  • India
  • Israel
  • Italy
  • Mexico
  • Middle East
  • Netherlands
  • Norway
  • Poland
  • Portugal
  • Russia
  • Slovakia
  • Spain
  • Sweden
  • United Kingdom

My Services

  • All New Releases
  • Online Member Center
  • ProfNet

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Terms of Use
  • Privacy Policy
  • Information Security Policy
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2022 Cision US Inc.