China : A viral campaign created by Draftfcb for Chinese fashion brand Semir has rocketed to prominence among Chinese teenagers with 2.5 million video downloads since launching on March 25.
The campaign, currently moving into other major media platforms, is focused on Semir’s sub-brand called “Tee” with the overall theme of the campaign being, “Everything can be Tee.” In the strategy planning stages of the campaign a central insight was that 99% of Chinese teenagers mostly express themselves on social networks.
Draftfcb launched the campaign with six high-energy videos shot in Los Angeles that demonstrate speed, agility, collaboration and achievements in creating something highly personalised. In one video, people are seen collaborating to build a complicated domino-effect mechanism that consists of items including old furniture, books, video cassettes, car tires and rubbish bins. Once set in motion the mechanism eventually reveals a recycle logo on a large Tee shirt.
The campaign which broke on Tudou – the powerful China equivalent to YouTube – encourages people to think creatively and express their attitude by uploading their own pictures and videos to the campaign website, as well as participating in the customization of Tee designs.
Following the viral sector of the “Tee” campaign, other media to be engaged includes television, pop-up stores in 13 major cities, print, out of home, catalogues and in-store promotions.
Fashion brand Semir is based in Shanghai and has revenues of US$950 million via more than 4000 stores nationally.