Dove draws Shanghai crowds to countdown

The event featured a countdown clock on the world's largest LED screen, according to the Guinness Book of Records, at the Aurora Plaza in Pudong, which was visible on both sides of the waterfront venue. "This was the first time Dove created a countdown programme and the client plans to make it a regular activity in the coming years, to make it the largest countdown event in Shanghai's landmark location," said Louis Cheng, managing director of Baolin Advertising/ Portland Outdoor. The outdoor specialist worked with sister WPP firms -- Maxus Beijing and relationship marketing firm RMG -- on the countdown party, which included pre-event announcements on TV and print. "This drew wide exposure and Dove has presented itself as a leadership brand," said Cheng. The company estimated tens of thousands attended the countdown, which it believes can grow into a landmark event similar to Hong Kong's annual countdown at Times Square. September, the traditional period for marketing chocolates in China, saw Dove underline its message of indulgence.