China media heads on the impact of the Shanghai Expo

How visible has the Expo been in terms of media coverage? On which channels has it been most visible?

SC: The Expo is everything in Shanghai. Basically you will find a lot of coverage particularly in tier 1 to 3 cities, on TV and billboards. It's generating a lot of discussion on the internet too.

AH: The Expo media coverage has been extensive in China and internationally. In the China market, data shows that TV is still the most influential vehicle for overall Expo awareness and digital is the most engaging vehicle especially to those residing outside of Shanghai.

Which Expo-related brand communications have impressed you most so far?

SC: Tencent. In April 2008 it was announced as the event's exclusive internet sponsor. It has been promoting the 2010 Expo by using the power of the internet. It has also used TVCs, print and a lot of prominent outdoor sites.

AH: Bank of Communications, our client, of course.

How should Expo sponsors be best using media to sustain consumer engagement during the lengthy expo period?

SC: As this is an 180-day event, and not a short, one-off project, the challenge of the marketing message is how to prolong the event's presence. Hence, for China, typically TV and the internet are used to sustain the momentum using daily updates. The integration of TVC, video or content on multiple screens should also generate the best engagement during this period.

AH: The Chinese population in general has a very strong ownership of this Expo and in their determination to make the Shanghai Expo the most successful one ever, their attention and interest are highly engaged. They don't just talk about the Expo but also share and engage in Expo related topics aggressively.

Which pavilion would you queue up the longest for? Why?

SC: Other than the Chinese one, of course, the second most impressive is the UK pavilion. Its appearance is outstanding. There's an optic fibre formed structure, each of the tubes actually carry one special seed. This is a meaningful vision and environmental friendly. This sponge type of architecture will really attract eyeballs from all over the world.

AH: The Japanese pavilion, I have high expectations and very curious to know more about its robot technology. The Taiwan pavilion too as I am from Taiwan.

Which countries have been best at promoting themselves among Chinese consumers?

SC: My observation is that France and Switzerland are doing a particularly good job in promoting themselves.

AH: China comes first, of course, and is followed by France, Great Britain, USA and Japan. This order is in line with Chinese consumers' order of interest for visits as well.

What is the Shanghai Expo mascot meant to be?

SC: He is blue, which means environmental friendly. He has the look of a cheerful kid - which is meant to attract visitors. He has a cool hairstyle, and his name is Haibao, which refers to the treasure of Shanghai.

AH: Haibao's shape comes from Chinese character 'Ren' (people) and its full name is based on 'si hai zhi bao' which means 'treasure of the four seas'. Haibao can also mean 'the treasure of Shanghai'. To the Chinese, it symbolises pride in connecting with the world. To me, it looks like a mint-flavoured candy with a smiling face on it.

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This article was originally published in the 20 May 2010 issue of Media.