Date post: | 08-Aug-2015 |
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Marketing |
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The Australia China Development CompanyYour China Pathfinders
As countries and big name brands scramble for consumer awareness in an unfathomably large marketplace, how will we as a State, as industry sectors, brands and businesses become memorable?
Karyn Lanthois – International Marketing Manager, ACDC
It’s not what you’ll see – it’s what you’ll remember!
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Decisions were made! With motivation high to produce an introduction of Cristina Tridente’s work in preparation for her launch of Qingdao Fashion Week in in China, BrandSA, ACDC & 57 Films jumped in fearlessly. We got NIIDA graduate Chinese Film Actress Lily Ji on board to interview our Premier, Cristina, our Lord Mayor and others to introduce Shandong and Greater China to South Australia’s cultural, educational, economic and tourism assets.
Let’s Just Do This!ACDC / 57 Films Co-production / BrandSA
The fastest moving digital project ever!
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Step 1 Step 2 Step 3
Get Seen + +Make an Impression Be Remembered
Partner with Outdoor LED market leader
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Create a captivating State Brand Message
Z
Follow up with a rich content and engagement
channels
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Our Partner
Exclusive relationship with China’s Number 1 Supermarket / Hypermarket to place and manage enormous outdoor LED screens
above RT-Marts.
100+ by 2016
Aim to cover as many RT-Mart’s as possible (370+ and counting)
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I bet you didn’t know this!Guess how many people view just one of Unimedia’s 100 screens in China?
5% brandloyalty
97% influence
48 seconds
84% inform
No Real Brand LoyaltyChina is a country of brands but consumers are willing to try new things
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Ads give me information“I may not agree with the information but I will listen and make up my own mind”
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Ads influence me“The ads influence my decision making”
97
Average time watching LEDsYou have a captive audience to imprint a feeling, a mood, a suggestion, a motivation
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350K per day
128 M per year
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COOPERATION
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COOPERATION
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Memorandum of Understanding with
Australia China Development
Company29th May 2015, signed a MoU to further the
promotion opportunity to South Australia, its Industry Sectors, Brands and Businesses
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Creating a Memorable Brand
Message
Working with the Unimedia Advertising team, we asked them to choose the most attractive
footage from the 20 minute documentary previously made to create a 15 second
interstitial to be shown 225 times per day on 11 screens throughout Shanghai over a 14
day period.
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The 15 second interstitial drives the user to a Youku channel. We also worked with
ambassadors such as Lily Ji and Cristina Tridente to push the message out in China
and Australia to tens of thousands of viewers. The delegates attending the Premiers forum & delegation felt well represented and ready
to do business!
Follow with rich engaging con-
tent
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Australia.cn and restuarantaustralia.cn developed assets to allow Chinese tourists to search, plan and then socialize their visit to
Australia! Through this digital leadership they gained 700 million impressions, and 4.2
millions clicks resulting in increased numbers of inbound Chinese tourists.
We can learn from this!
Here’s how you do it!
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How can we do this better?Continuing on the South Australia message is critical to the lead up of the 30th Shandong Anniversary
Marketing Materials in ChineseIt seems obvious but sadly often looked over. We all need to have our services and documentation translated NOW to Chinese.
Brand AmbassadorsBrand Ambassadors provide a feeling of authenticity. The Chinese consumer will take the advice of a trusted friend, family member and then celebrity or ambassador over that of a brand. Let’s identify other South Aussies who can keep up the dialogue.
Content produced for all screensOur footage resources need replenishing. 57 Films brought back some great moments but we need to work together to build up the memories which will serve as the proof of our relationship as we move towards 30th anniversary.
Adoption of Chinese Social mediaAs a State we can improve. We now have a BrandSA Youku channel and ACDC will be working with our partners Unimedia to develop our own channel. If you are serious about China – you need to start a dialogue with your customer. Invest in the resources required to WeChat and Weibo as a minimum.
Tourism Websites in ChineseAustralia Tourism does this well, we all need to hurry up and catch up. Recent pushes in this direction equated to a swell of Chinese tourists. It’s important to promote our State to potential visitors.
Keep up the communicationsSo we just finished up a great delegation. Have you made the effort to keep in touch with the people you met. Did you get some contacts on WeChat? Talk daily if you can, email often and share yourself. Invite all to come to South Australia!
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The Australia China Development CompanyYour China Pathfinders
It’s not what you’ll see – it’s what you’ll remember!
THANK YOU
Now let’s ask the panel members some tough questions!