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Entrant: Ogilvy & Mather Advertising Shanghai, Shanghai
SOHO Galaxy

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  • Corporate Name of Client:
  • Client Account Director:
    Sharon Tan
  • Agency Account Director:
    Larry Jin
  • Agency:
    Ogilvy & Mather Advertising Shanghai , Shanghai
  • Global Chief Creative Officer:
    Tham Khai Meng
  • Chief Creative Officer:
    Graham Fink
  • Executive Creative Directors:
    Francis Wee, Dirk Eschenbacher
  • Copywriters:
    Martin Latham
    Elaine Jin
    Thomas Zhu
    Ray Hao
    Kweichee Lam
  • Art Directors:
    Fiona Chen
    Stephen Zhong
  • Description of the Project:
    Soho China is one of the country's largest real estate developers. We were asked to use the launch of their latest space-age building, the Soho Galaxy, to raise awareness of an issue close to their hearts - China's growing copycat culture. To Soho China, this lack of originality is extremely damaging to the future of China's creative industries. They wanted to make a stand. And of course, they wanted to sell a few square meters in the process.
    We re-wrote history and brought ABO back to earth. ABO is the world's first monkey to travel into space, a true pioneer, and the surprising voice of this campaign. ABO returned to appeal for a return of the progressive, creative China he once knew. He made a series of appearances on TV shows and online, putting difficult and challenging questions to leading creative minds, provoking the nation to talk about the lack of original Chinese creativity.
    Abo's various appearances received millions of views, inspiring thousands to join an online debate.The videos' overall click view reached to 312,833 during the 2 weeks promotion period. Almost 1,500% higher than the average click view rate of previous SOHO videos - Weibo + Youku (Chinese twitter and Youtube).Overall Impression of the films: Over 43,008,550 (Weibo+Youku).Weibo fans of Mr. Pan increased around 5M after the campaign launch from 10M of Oct, 2012 to 15M of Feb, 2013. Mrs. Zhang Xin also gained around 2M weibo fans from 3.8M to 5.6M.By the end of the campaign, all 330,000 square meters of the Soho China's Galaxy building were sold out, proving people were not only speaking up for original creativity in China, but investing in it.