Category

Award

DELAY THE WORK DAY

Bronze Spike

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Client361
ProductSPORTSWEAR BRAND
EntrantOGILVY SHANGHAI, CHINA
Type of EntryUse of Media
CategoryBest Use of Social Media Marketing
TitleDELAY THE WORK DAY
Product/ServiceSPORTSWEAR BRAND
Entrant Company:OGILVY SHANGHAI, CHINA
Advertising Agency:OGILVY SHANGHAI, CHINA
Credits
Name Company Position
Kevin Lee Ogilvy Shanghai Executive Creative Director
Adams Fan/Kelvin Leong Ogilvy Shanghai Creative Director
Zhang Lei/Kevin Lee/Kelvin Leong/Haibo Huang/Xiao Kun/Tianli Liu Ogilvy Shanghai Art Director
Adams Fan/Ryan Falch/Pickle Guo Ogilvy Shanghai Copywriter
Zhang Lei/Kevin Lee Ogilvy Shanghai Designer
Kevin Lee/Zhang lei Ogilvy Shanghai Typographer
Chookian Khoo Ogilvy Shanghai Photographer
Aywei Wong/Weisian Lee Ogilvy Shanghai Agency producer
Attic Post Attic Post Post production house
ChyeYee Chow Attic Post Post Producer
Wang Fang Editor
Jeep Chow Motion Graphics
Hush Studios, Shanghai Hush Studios, Shanghai Sound Studio
Jizheng Liu Ogilvy Shanghai Account supervisor

Results and Effectiveness:

7,211,075 petitions were sent. Covered by CCTV, Sports Illustrated and other major news networks. Covered by over 540,000 blogs. 4,102,954 people had their workday delayed 12,508 global and local companies participated in the project. Generated US $5.7 million worth of free media coverage and 'DELAY THE WORKDAY' became a popular online saying.

Creative Execution:

We delayed the workday. We proposed that companies begin working 1, 2 or 3 hours later than usual and stay the same number of hours at end of the day. HOW IT WORKS Use RenRen - China's largest social media site to influence colleagues into petitioning the boss. Our application empowered employees to rally together and send petitions to delay the workday. HR DEPARTMENT Petitions were sent to the HR department. BOSS Finally, the boss received the collection and felt the pressure to delay the workday. We delayed the workday. We proposed that companies begin working 1, 2 or 3 hours later than usual and stay the same number of hours at end of the day.

Insights, Strategy and the Idea:

361 is one of China's 3rd largest sportswear brands specializing in footwear, apparel and accessories. Just like the rest of the world, China loves the World Cup more than any other sporting event. But this year there was one major problem. Time zones. The final match of the evening was broadcast at 2:30 am in China. By the time the match is ended, it's almost time for work again. Millions of fans would either struggle to drag themselves back to the office, take sick leave or miss the matches. 361 wanted to give these dedicated fans the one thing they would need most. More sleep.