Following the Motorola Moto Q endorsement campaign in China, OgilvyOne Worldwide in Hong Kong has been charged to develop a ‘digital world’ for ClubTuzki.com. The initiative delivers the philosophy & characteristics of Tuzki through an interactive platform, offering the latest news content on the rabbit, downloads and online forums. The campaign aims to humanize Tuzki and to involve people in his daily life and secrets.
“Tuzki marked an interesting departure from our traditional approach of taking animated content viewed on TV and extending it to engage with consumers across multiple platforms,” said Benjamin Grubbs, regional director of interactive media at Turner Entertainment.
“Based on Tuzki’s huge global following, there was a strong need for a dedicated destination for Tuzki where he could engage and interact with his fans,” Grubbs added.
The website tags along the soon to be published I, Tuzki, U? in China, an illustration book from Wang. Sean Rach, managing director of OgilvyOne Worldwide explained: "This is just the beginning of Tuzki's development, and we will continue to work hand in hand with Turner Entertainment to expand Tuzki's presence in Asia and get the digital revolution of Tuzki really hopping!" The portal aims to encourage user engagement and create a self-expanding content network.
Wang created Tuzki in her free time and the animated character became an instant hit through instant messaging portals, social networking sites, emails and blogs in Greater China. According to Turner, the quirky and humorous rabbit has now extended its reach up to 124 countries and territories across the world.
Tuzki became a member of the Turner family in 2008.
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Credits:
Project ClubTuzki.com
Client Turner Entertainment
Creative agency OgilvyOne Worldwide, Hong Kong
Executive creative director Shayne Pooley
Creative director Houston Wong
Art directors Carrie Leung, Kaho Chow
Copywriter Bob Fong
Account servicing Cecilia Yim, Wendy To, Natalie Wong
Consultant David Savelson
Technical support Sunny Lee, Kelvin Ngai, Tony Sun, John Yau
Exposure Online
