SATELLITE & CABLE: Loving it up in the mainland
<p>In China, editorial context for advertising messages is a primary
</p><p>obstacle due to the limited number of suitable options.
</p><p><BR><BR>
</p><p>An emering media marketplace offers an increasing range of media
</p><p>possibilities, but these are largely scuppered by vendors with little
</p><p>marketing savvy.
</p><p><BR><BR>
</p><p>TV advertising tends to be the easiest way to reach a mass audience, but
</p><p>poor programme quality and ad clutter during breaks has negative rub-off
</p><p>effects on brands.
</p><p><BR><BR>
</p><p>Due to these inherent and wide-ranging problems, television programming
</p><p>and syndication have become increasingly sophisticated as a supplement
</p><p>to or even the driving force in brand communication plans.
</p><p><BR><BR>
</p><p>McCann-Erickson Guangming Shanghai decided that this was the best route
</p><p>to go for a number of its clients, including Maybelline and
</p><p>Motorola.
</p><p><BR><BR>
</p><p>However, instead of simply choosing from whatever was available, McCann
</p><p>decided to co-own the entire production, placing control mechanisms in
</p><p>place to address issues such as quality, monitoring, compensation and
</p><p>off-air promotions and marketing.
</p><p><BR><BR>
</p><p>Co-ownership of programming would also allow in-programme product
</p><p>placement for clients, programme PR and event marketing with the show's
</p><p>stars.
</p><p><BR><BR>
</p><p>The new programme, Love Talks, was described by the Maybelline client as
</p><p>"an integral part of our marketing plans" - and two non-McCann clients
</p><p>(Pond's and Lux) were so impressed by the concept that they immediately
</p><p>signed up regardless.
</p><p><BR><BR>
</p><p>Overall, the concept was deemed a huge success, with solid ratings,
</p><p>positive press coverage, enthusiastic reviews of the programmes
</p><p>themselves, and added value/exposure for the brands when the shows were
</p><p>distributed in other markets such as Taiwan, Hong Kong and the US.
</p><p><BR><BR>
</p><p>Related websites were also set up alongside the programmes, and these
</p><p>generated more than 200,000 hits.
</p><p><BR><BR>
</p><p>* This ongoing National Geographic Showcase series features selected
</p><p>material from winners and other entries in the Best Use of Media
</p><p>category in MEDIA's Agency of the Year Awards 1999.
</p><p><BR><BR>
</p>
by
|
11/10/2000
In China, editorial context for advertising messages is a primary
obstacle due to the limited number of suitable options.
An emering media marketplace offers an increasing range of media
possibilities, but these are largely scuppered by vendors with little
marketing savvy.
TV advertising tends to be the easiest way to reach a mass audience, but
poor programme quality and ad clutter during breaks has negative rub-off
effects on brands.
Due to these inherent and wide-ranging problems, television programming
and syndication have become increasingly sophisticated as a supplement
to or even the driving force in brand communication plans.
McCann-Erickson Guangming Shanghai decided that this was the best route
to go for a number of its clients, including Maybelline and
Motorola.
However, instead of simply choosing from whatever was available, McCann
decided to co-own the entire production, placing control mechanisms in
place to address issues such as quality, monitoring, compensation and
off-air promotions and marketing.
Co-ownership of programming would also allow in-programme product
placement for clients, programme PR and event marketing with the show's
stars.
The new programme, Love Talks, was described by the Maybelline client as
"an integral part of our marketing plans" - and two non-McCann clients
(Pond's and Lux) were so impressed by the concept that they immediately
signed up regardless.
Overall, the concept was deemed a huge success, with solid ratings,
positive press coverage, enthusiastic reviews of the programmes
themselves, and added value/exposure for the brands when the shows were
distributed in other markets such as Taiwan, Hong Kong and the US.
Related websites were also set up alongside the programmes, and these
generated more than 200,000 hits.
* This ongoing National Geographic Showcase series features selected
material from winners and other entries in the Best Use of Media
category in MEDIA's Agency of the Year Awards 1999.
