Yihaodian and Ogilvy get the Chinese to laugh about shopping

In one 30-second video, a young man waiting patiently in line at the supermarket checkout counter transforms into an upset snail when a woman in front of him yells for her relatives to cut in line. The three other videos show similarly unpleasant scenarios such as carrying heavy grocery bags home and going through tedious product exchange/return processes. 

 

 

“The booming development of e-commerce in China allows urban consumers to place orders online or by phone and to have products delivered to their doorstep all on the same day," said Dr Yu Gang, chairman of Yihaodian. "This eliminates the inconvenience of having to navigate crowds, standing in long lines and carrying heavy bags home.” 

 

The campaign coincides with Yihoudian's fourth anniversary and will run online, on screens in buildings, in taxis and in subways from June through December in first- and second-tier cities in China. 

 

"To position [Yihaodian] as the leading online destination for grocery shopping in China, we came up with four common and annoying supermarket scenarios and contrast these with the ease of using Yihaodian’s convenient online service," said Yuan Yong, managing director of Ogilvy & Mather Advertising Shanghai. "The results are a series of over-the-top but funny ads that will stick in consumers’ minds and hopefully bring a chuckle to their day.”

 

CREDITS

Project title: “The Best Choice”

Client: Yihaodian

Brief: Create a campaign to position Yihaodian as the premier online grocery shopping website for urban Chinese consumers

Creative agency: Ogilvy & Mather Advertising Shanghai

Planner: Morgan Cao

Account: Tracy Cao, Nicole Hu, Eden Wu

Creative Director: Thomas Zhu

Art Director: Koko Huang

Copywriter: Kiddy Wang 

Agency Producer: Vivian Wu

Production House: PRO Films

Exposure:  Touch media, focus media, digital, OOH