Taobao Mall and Lowe campaign offers chic shopping 24 hours a day

The campaign highlights Taobao Mall's 'premium' online shopping platform, which aims to break the norm of conventional shopping habits based around restricted shopping hours.

The campaign was created by Lowe China, which won the creative account last year. Kitty Lun, the agency's chairman and CEO, explained that the print and OOH campaign’s primary objective was to create awareness of the website URL and encourage direct access to the site by promoting www.tmall.com as a 'shopping destination' in its own right. The TV campaign is designed to build brand image and convert shopping habits toward online.

Lowe China invited award-winning Hong Kong-based film director Nick Lim, of Off-Lo-High, to direct the TVC. The result has an international aesthetic and sophisticated art direction.

The first burst of the 15-second, 30-second and 60-second TV spots were launched today and will run until the end of the year. The client has invested in a heavy media buy on CCTV, and will make a significant push ahead of its annual sale day on 11 November this year.  Taobao Mall recorded US$141 million in sales revenue on that single day last year.

Lim said the client’s brief was to highlight its sophisticated premium online shopping experience, hence the more 'conceptual' creative work, which offers a classy and chic cosmopolitan city vibe.

The spot shows a bunch of friends saying goodbye after a night out; a girl walks pass some shops and is lured by the tempting window displays. But sadly, her shopping impulses cannot be fulfilled by the "closed" sign on the shop window. The spot ends with a tagline – ‘Don't let your desire be disappointed, Taobao Mall is open 24/7'.

The TVC emphasis its 'high-end' online shopping positioning, with premium international brands like Prada, Gucci, Dior, L’Oreal, Lancôme, Burberry, Apple,  Miu Miu, and Bottega Veneta, on sale.

The creative concept of this new TVC is a continuation of the agency’s last year's TV campaign that said,: ‘No one going out does not mean no one is shopping’.

"Many people have a desire for branded products and designer labels," Lun said. "Our task is to break down the norm and conventional shopping habits by highlighting the attraction of shopping on Taobao Mall -  online shopping is 24/7 without closing hours."

Before the TVC launch, a huge outdoor and print campaign was rolled out in late September. With a media budget of well over US$1.5 million, this part of the campaign covered Beijing, Shanghai, and Guangzhou, and will continue running until December.

 

Credits

TVC

Client Tmall
Project Tmall 2011 brand campaign
Advertising agency Lowe China
Chief creative director Norman Tan
Art director  Jiejie Huang (黄轶捷)
Production house Off- Lo-high
Director Nick Lim (林明)
Media buying agency  三人行广告有限公司等
Exposure TV, OOH, online

Print

Illustration Production 上海意形广告有限公司
Media buying agency 海南白马广告媒体投资有限公司等
Exposure Metro, Focus Media office LED, bus shelter