Baidu Won Grand Award at 21th CIAF
Qian Zhongshu has a well-known saying: ”If you like the taste of an egg, why should you see the hen laying the egg!” While to see or not to see the “hen” varies from person to person and can or can not see is a technical problem. The “Cloud Pasture”project awarded the Interactive Creation Bronze of Great Wall Prize at the 21th China International Advertising Festival (CIAF) solves this classic problem.
In the pasture full of fresh air, dairy cows are grazing comfortably while cutely swinging their tails; next scene: workers are carefully cleaning sand beds or milking. These just like the scenes shown in the program “A Visit to Pasture” on CCTV-7, right? This is just the “Cloud Pasture”made by Mengniu Dairy and Baidu and consumers can view the dynamic pasture and key processes of the plant in real time by scanning the QR code on the tetra pak.
With the support by powerful cloud technologies of Baidu and combining the Baidu Map, Smart Cloud Camera and Light App, the “Visual Cloud Traceability System” of the whole industry chain of Mengniu selected pure milk products is developed, fully refreshing the communication approach between traditional dairy company and consumer.So here comes the question: if you can drink the good-taste milk and see the dairy cows in the pasture in real time,you will go to see or not?
If it is really hard to choose, then turn to cola. This brown and bubbling beverage has been popular around the world for 127 years accompanied by ceaseless controversy such as carbonated beverage being harmful to health and containing artificial additives. To be honest, Coca Cola has done very well in digital marketing with great actions to change the brand recognition and address credit crisis.Fortunately, the judges have made wise choices: the integrated marketing project “Things About Coca Cola” through out all platforms for Baidu won the Gold Prize in Media Marketing and Excellence Prize in Interactive Creation of the Great Wall Award and Coca Cola Mini – Photo Wonder won the Bronze of EFFIE AWARD this time.
来看看老革命是怎么解决新问题的。在覆盖近6亿网民的百度知道平台，可乐相关问题高达3500万。“可口可乐那些事儿”集结了可乐有趣的冷知识，用“一站到底”的趣味问答方式勾搭网友，无论是PC还是手机端轻应用，都能轻松过关斩将赢大奖。不会答题怎么办？take it easy，你不知道的，百度知道平台都知道。
Let’s look at how the traditional platform solve the new problems. In Baidu Zhidao (zhidao.baidu.com),there are up to 35 million questions related to Coca Cola. “Things About Coca Cola” collects some interesting knowledge about Coca Cola you may never know and attracts citizens through interesting Q&A Contests. Consumers can participate the contest to win prizes easily through PC or mobile light App. Don’t know the answers?Take it easy, you can always find the answers in Zhidao.
As the mobile light App is interconnected to the search engine, Zhidao platform and brand zone, the search volume of Coca Cola has been approximately eight folded within one month after the activity is launched and the activity has been accessed for over 100 million times,creating the largest PR communication activity based on the search platform for Coca Cola.
对了，再说个bigger than bigger的事情，你们感受一下。10月25日在贵阳举办的“中国国际广告节”颁奖礼上，百度君获得了长城奖互动创意类和媒介营销类多个大奖，如耐克“搏上一切”-搜索非凡世界杯、万人线上音乐现场-Burberry男士香氛Brit Rhythm推广等。
In addition, let’s talk about a “bigger than bigger” thing. At the awards ceremony of the 21th China International Advertising Festival held in Guiyang on Oct. 25, Baidu won several grand prizes in interactive creation and media marketing of the Great Wall Award, such as “Risk Everything”– Search For Extraordinary World Cup for Nike and Online Music Live for Over Ten Thousands of People – for promotion of Burberry Brit Rhythm.
Baidu’s cross-media,-terminal and -software & hardware marketing throughout all platforms has already been well ahead of traditional resource-selling marketing. Look at enterprises cooperating with Baidu, they have successfully increased their brand reputation in short time, won prizes at advertising festivals and become industry leaders. Do you feel excited thinking of this?
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