The video to Shang’s hit single Big Blue Sky tells the story of a girl who liberates herself from the past, making new friends as people gravitate towards the red sofa that she carries with her on her travels through Ireland.
The video is currently being screened on karaoke TV channels.
The video is currently being screened on karaoke TV channels.
“Karaoke is the Chinese equivalent of Western casual dining,” said Evan Xu, Baileys’ Asia-Pacific brand director, noting karaoke’s popularity among young professional Chinese women. Baileys decided to use a soft-sell format as well as a TV commercial to build stronger ties with the target audience. “People are exposed to at least 15 ads in one break,” said Xu. “How can you expect to connect with consumers in an emotional way?”
Tan added that while the video promotes Baileys, it had to be approached as a music video, with subtle imagery of the brand designed to blend in with the environment.
“It’s a big turnoff to find you’re sitting through a five-minute commercial,” he remarked.
Baileys nominated Shang, winner of the 2006 Super Girls competition, as its brand ambassador after discovering that her fan base of middle class young women aged 22 to 35 was the same as its own target audience.
“They see her as a soulmate,” said Xu of Shang.
