“Made in China” ad campaign, and its “secrets”
“Made in China, it is everywhere”, recently the Commerce Department produced an advertisement of a international image promoting “Made in China” brand and started to air on CNN Asia. This ad is deliberately made to rebuild and strengthen the “Made in China” reputation in the global market.
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According to CCTV
Liu Libin, Director of China Advertising Association of Commerce said "We’ve had this idea for years, and we feel such an ad should improve the image of ‘Made in China’. We’ve invested tens of million yuan on the whole process of filming and airing."
Brand study expert said "More countries have launched anti-dumping investigations since the beginning of this year. China’s been through the most severe trade containment since entering the WTO."
The theme of the ad is “Made in China, Made with the world”. It aims to highlight how Chinese and overseas firms work together to produce high-quality goods.
In the ad:
A morning jogger is tying his shoelace, the label on his running shoes says “Made in China with American Sports Technology”
A family is eating breakfast, their refrigerator is printed with “Made in China with European Styles”
Two fashionable girls are walking on the street, the MP3 players they have says “Made in China, with software from Silicon Valley”.
The French top model’s fashion wear is printed with “Made in China, with French designers”.
A businessman looks out from an airplane window, on the body of airplane writes “Made in China, with engineers from all over the world”.
“Made in China” image advertisement secrets revealed
This is Chinese government’s first attempt to run commercial advertising to shape the overall image of China’s manufacturing industry at the international mainstream media.
Ministry of Commerce official who participated in the advertising campaign confirmed yesterday to CBN reporter that the Chinese government was behind the promotion of the ad, “We have been very much in favor of it and was also very supportive.”
It is reported that under the support of the Ministry of Commerce, participated in the advertising campaign are 4 of its subordinates, China Advertising Association, Machinery and Electronic products import and export chamber of commerce, light industry and handicrafts Textile Import and Export Chamber of Commerce.
Mechanical and electrical products accounted for more than half of China’s exports. The Electrical and Mechanical Services Association was deeply involved in this work. The Chamber of Commerce told CBN reporter yesterday that the advertisement broadcasted in the country and also attracted attention widely. Therefore the Electronic Chamber of Commerce will soon hold a press conference on this particular issue, public disclosure of preparatory work for the overall planning and the funding of the operation.
According to CBN reporter, the entire ad production ran through a market bidding process. The winner was DDB Guoan advertising production company. This is an international 4A advertising company, CITIC Guoan Group and the world’s largest advertising company – Omnicorn Group joint venture. DDB Guoan produced the ad, their creativity was making “Made in China” to “Made with China”, the concept of upgrading. The Chinese translation for the slogan was “Made in China, the World’s cooperation.”
The earliest appearance of the coverage of this ad was reported by “Media” magazine website (www.media.asia) which was based in Hong Kong. It said Guoan had won the bid last year, and the Commerce Department was also planning this advertising campaign last year, however because of the “Melamine milk powder” incident, advertising launch was delayed. (This was later denied by the Commerce Department official)
This ad first aired on CNN Asia channels. “People’s Daily” English version said the ad will also broadcast on CNN’s several major international markets, including North America. It is said that Ministry of Commerce has purchased advertising time for 6 weeks, but yesterday official who was interviewed by CBN did not confirm this.
At present, the evaluations of the ad on major websites are positive. From “Media” magazine’s website, 89% of the total 305 votes like the commercial.
Beijing Shuo Guang business Consulting Co. Ltd. CEO Simon Cousins said to “Media” magazine, “I think during the global economic recession, western consumers are more concerned about the ‘Made in China’ product safety and China’s greenhouse gas emissions.”
The president of a well-known Children’s products manufacturing group in Jiangsu said to CBN yesterday, the Chinese government making international advertisement is to help reverse the long-term distorted image of Chinese products. He said when products like Chinese toys were found to be “problematic” on the U.S. and European markets, they actively looked for causes. In fact, sometimes the design aspects of the problem were caused in Europe and United States, rather than defects that were “Made in China”. But the foreign media often blamed China without any explanation. But he also said that to truly maintain and expand the market, must rely on its own brand and quality.
An import and export company in Zhejiang said to CBN, as expressed by the ad, as China’s manufacturing industry are now fully powerful enough to manufacture high-end products, and many companies have a strong market in Europe and America, they have long been out of the cheap low-end era. In this view, during the decline of the global economy, this ad will help “Made in China” to keep their international market shares.