Having appointed Saatchi & Saatchi in August to rebrand the portal from Xiaonei to Renren, the site has also named Starcom Beijing as the agency-of-record for media planning and buying.
This is the first time for Renren to use above-the-line advertising to promote the site. Themed ‘Qing Xi Ren Ren’ (loosely translated as ‘emotional connections between people’), the television ads tell true stories of long-lost friends finding each other through Renren.com.
According to CEO of Saatchi & Saatchi Charles Sampson, one of the biggest motivations for people to sign up at Renren is to reconnect with people they knew in the past. The series of outdoor advertisements photograph real users and their personal stories to reinforce Renren’s credibility and power to connect.
Through Starcom’s IntenTrack methology, the media agency has conducted full-scale research on people in Beijing to better understand existing Renren users and the non-social networking population. The agency will continue to monitor brand health and campaign effectiveness after launching this project.
The campaign will run till December. This is also links to a wider push of service offerings like FeedBox, Live-stream-box and Renren Lian Jie (meaning ‘to connect’) service, which allow users to access Tudou, Hudong, and many more collaborating sites using the same registration account.
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Credits:
Project Qing Xi Ren Ren
Client Renren.com
Creative agency Saatchi & Saatchi, Beijing
Chief creative officer Edmund Choe
Executive creative director Dean Sciole
Creative directors Gordon Shu, Maurice Yang
Art directors æ¨ç»é¸¿, æŽå默, æ¨æ—, é—µæ¥
Copywriters Gordon Shu, George Fu
Agency producer 陈é¹
Media agency Starcom, Beijing
Production company ColourField Production
Exposure Television, outdoor, online
This is the first time for Renren to use above-the-line advertising to promote the site. Themed ‘Qing Xi Ren Ren’ (loosely translated as ‘emotional connections between people’), the television ads tell true stories of long-lost friends finding each other through Renren.com.
According to CEO of Saatchi & Saatchi Charles Sampson, one of the biggest motivations for people to sign up at Renren is to reconnect with people they knew in the past. The series of outdoor advertisements photograph real users and their personal stories to reinforce Renren’s credibility and power to connect.
Through Starcom’s IntenTrack methology, the media agency has conducted full-scale research on people in Beijing to better understand existing Renren users and the non-social networking population. The agency will continue to monitor brand health and campaign effectiveness after launching this project.
The campaign will run till December. This is also links to a wider push of service offerings like FeedBox, Live-stream-box and Renren Lian Jie (meaning ‘to connect’) service, which allow users to access Tudou, Hudong, and many more collaborating sites using the same registration account.
Boy:
Girl:
Credits:
Project Qing Xi Ren Ren
Client Renren.com
Creative agency Saatchi & Saatchi, Beijing
Chief creative officer Edmund Choe
Executive creative director Dean Sciole
Creative directors Gordon Shu, Maurice Yang
Art directors æ¨ç»é¸¿, æŽå默, æ¨æ—, é—µæ¥
Copywriters Gordon Shu, George Fu
Agency producer 陈é¹
Media agency Starcom, Beijing
Production company ColourField Production
Exposure Television, outdoor, online
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