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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : Campaign Brief May-June 2013
MAY/JUNE 2013 CAMPAIGNBRIEF phenomenon in China but when it comes to grocery shopping, consumes still prefer a traditional supermarket. With 220 outlets servicing some 10,000 customers per day, the challenge for YihaoDian (translated to number one store in English) was to steal customers from these big bricks and mortar shopping such as Metro and Telco. To do this, the agency launched a thousand virtual shopping centres in some of China's strategic and iconic shopping locations such as Beijing, Guangzhou and Shenzhen. These virtual stores covered the equivalent of 1.6 million metres of prime commercial real estate and were set up in parking lots and close to office block building. Augmented apps helped consumers to locate the stores and purchases made in virtual baskets were delivered directly to people's homes. In just three months there was a 17 per cent increase in revenue for the client. To date Fink's most high profile accomplishment at the agency is winning Ogilvy Asia's first ever Grand Prix at Cannes, all thanks to a 19-year-old art student. Launched in April 2012, the Cannes winning outdoor execution #CokeHands celebrates the spirit and happiness that comes with sharing a bottle of Coke and is part of The Coca- Cola Company's ongoing global marketing campaign Open Happiness. The story of how Fink personally searched for young student Jonathan Mak Long to design the print ad is now well known. "Jonathan Mak is a very talented man," Fink says. "I remember sending him the brief and a week later he sent me back this rough layout. My heart leapt the minute I saw it. I knew he had designed something really incredible; so simple and obvious that I was terrified it must have been done before. Those are always the best ideas aren't they? The ones that have been under everyone's nose for years, yet no-one has discovered it." Emboldened by his aim to build one of the most successful agencies in Asia, Fink encourages other creatives to take the Asian leap. "Come on in, the water's lovely," he says. "Shanghai is an incredible city. I always say it's like New York on acid -- a mish mash of crazy ideas, fast minds and terracotta steel. Sitting in a restaurant high up overlooking the Bund ensures you are looking at one of the modern wonders of the world." He is also evidently keen to entice more expats to the agency. "I hope to attract all sorts of people; account handlers, planners and creatives. An agency only works if the whole company has the same vision." Coke Hands - winner of the Outdoor Grand Prix at Cannes 2012 New Coca-Cola outdoor that ran in the lead up to Christmas YihaoDian - a 17 per cent increase in revenue for the client "Come on in, the water's lovely. Shanghai is an incredible city. I always say it's like New York on acid - a mish mash of crazy ideas, fast minds and terracotta steel." - Graham Fink, CCO of Ogilvy & Mather China.
CBNAT JAN-FEB 2013
CBNAT SEPTEMBER 2013