Taobao Mall rolls out US$3m branding campaign to change buying habits

The new nation-wide campaign includes TVC, print, OOH and online. Taobao Mall appointed Lowe China as creative partner to help build brand imagery and drive traffic to the online shopping mall.

The creative concept 'Where are the shoppers?' outlines the advantages of shopping online at Taobao Mall over shopping at traditional offline outlets.

The essence of the concept is captured in the campaign's theme 'No one goes out does not mean no one is shopping'.

The TVC features shopping malls that should be packed but are now empty, implying shoppers are staying home to shop online at Taobao Mall.

Kitty Lun, chairman and CEO at Lowe China, said, "We recognise the fact that among our target audience, people 15 to 29, online shopping has become an important part of daily life. Only at Taobao Mall can shoppers have a satisfying shopping experience of choosing from over 30,000 major brands of genuine and high quality products in the comfort of their home."

The TVC, which will be available in Mandarin and Cantonese in 60, 30 and 15 second versions, is directed by Pekka Hara of London-based production house Stink.  

Baiping Shen, chief planning officer at Lowe China, is responsible for Taobao Mall's brand strategies while Lowe China's chief creative officer Norman Tan oversees the production of the campaign. 

Credits:

Creative agency Lowe China
Chief strategy office Baiping Shen
Chief creative office Norman Tan
Creative director Rachel Lin and Sunny Lai
Copywriter Wendy Gan
Art Director Henry Zhang and Sunny Lu
TV Production Connie Chua and Effie Wan
Client service Franie Zhang, Carrey Cao, Zhoulin Lei
Production house Stink, China/London
Director Pekka Hara
Cimematographer Pasi Pauni
Film art director Joe Tan
Music Juri Seppa of Humina, Finland
Editors/Post production Amanda James, Daniel Adams of MPC, London
Photographer Derrick Lim
Retoucher Patrick Ling
Media agency ZenithOptimediaCredits