Yihaodian, one of China’s leading e-commerce websites, has teamed up with Ogilvy & Mather Advertising/Shanghai to launch its latest “The Best Choice” campaign to spark a conversation about grocery shopping. The new campaign consists of a series of amusing videos and print ads that dramatize the stress of grocery shopping for many urban Chinese who lead hectic and fast-paced lives.
In one of the 30-second videos a young man waiting patiently in line at the supermarket checkout suddenly sees the shopper in front of him yell for all her relatives to cut in line as she is about to check out. The aggravated young man bursts into a snail (literally) and slowly inches toward the checkout. The three other videos show similarly unpleasant grocery shopping scenarios such as carrying heavy grocery bags home and going through tedious product exchange/return processes, but with dramatic yet lighthearted endings.
To maximize its impact, the print ads and video series will be shown through multiple channels: online and on screens in buildings, taxis and subways from June-December 2012 in first and second tier cities in China.
TV ADS
SnailTranslation
Girl: Hurry Mom! Hurry Dad! Hurry Auntie! Hurry Uncle! Hurry Granny! Hurry Cousin John! Get in front of me! I saved us a spot in line.
Voiceover: Waiting in long lines? Why waste your time? Online shopping is smarter, with the No. 1 Store.
Donkey
Translation
Husband: Wow! How are we going to carry all this stuff home?
Wife: I’m sure you’ll find a way.
Voiceover: Why are you carrying the entire load yourself? The No. 1 Store is the smarter choice, to shop online.
PRINT ADS
Snail
Translation
Standing in a long line? Don’t be stupid!
Online shopping, the best choice
No. 1 Store
Donkey
Translation
Carrying it yourself? Don’t be stupid!
Online shopping, the best choice
No. 1 Store
Agency: Ogilvy & Mather (Shanghai)
Planner: Morgan Cao
Account: Tracy Cao, Nicole Hu, Eden Wu
Creative Director: Thomas Zhu
Art Director: Koko Huang
Copywriter: Kiddy Wang
Agency Producer: Vivian Wu
Production House: PRO Films
