BEIJING – China’s urban youth face immense pressure from rising living costs and comparatively low incomes. This was acceptable in the past, when young office workers had smaller dreams and believed in a linear path to success. But unlike their predecessors, the current generation has bigger dreams of their own. They are eager to experience more and to live their own life of success. A lack of personal wealth is seen as one of the biggest obstacles to that dream, while winning the lottery is seen as an opportunity and a way to achieving their dreams.
Based on this insight, Ogilvy & Mather Advertising, Beijing (O&M) developed a storyline where the e-lottery helps a young man transform his life and realize his dreams. The latest campaign for NetEase Lottery, China’s most trusted professional e-lottery service platform, is just that.
“We believe everyone deserves to experience life to the fullest and to live their dreams. And we are here to give people that opportunity to truly embrace their dreams,” says a spokesperson from NetEase Lottery.
In the 45-second TV spot, a young office worker receives an alert on his mobile phone in the middle of a work day. He jumps up from his cubicle and walks triumphantly out of his office, as his colleagues stare at him in disbelief. From here on the commercial goes on to show the young man’s exciting escapades, as he traverses different landscapes on a jeep, a yacht and an RV.
“The online lottery category is saturated with one-off promotions and superficial discounts to win customers. With this brand campaign, we wanted to create a more meaningful image of what the NetEase Lottery brand stands for and to show it in a way that resonates well with its customers,” said Peony Wu, Managing Director of O&M Advertising, Beijing and Chief Digital Officer of O&M China.
A series of similarly themed print ads accompany the spot.
The campaign will run through December 2014.
Credits
Project title: NetEase Lottery Branding Campaign
Client: NetEase Lottery
Creative Agency: Ogilvy & Mather Advertising, Beijing
Creative Director: Qian Wang
Art Director: Moko Wang
Copywriters: Emma Wang, Vinci Wang
Account Management: Peony Wu, Anne Yu, Kevin Fang, Roy Huang, Penny Liu
Planning: David Xiao
Production House: Woofly
Exposure: TV, OOH
