Tudou and Nike Women Online Ad Campaign

BACKGROUND:
An extended campaign based on the Nike Women commercial featuring tennis superstars Maria Sharapova and Na Li sharing the definitions of dreams and the journey in pursuit of these dreams. Tudou lined up female students in three cities to share their stories in response to the “Fuel for Dream” slogan.

CONCEPT:
Echoing the Nike Women ad theme, “Dreams that make you overcome any barriers”, Tudou selected 50 real world college females and invited them to share their stories of reaching for the stars.

Their determination and spirit as shown in the videos moved many viewers while the high production quality of the videos by Tudou gave the impression that the clips were part of a Nike campaign created by a 4A advertising company.

Tudou once again received high recognition by the client for its planning, project management and video production capabilities.

EFFECTIVENESS AND RESPONSE
Within a month, the Tudou Nike Women page grossed 2 million+ page views from 1,037,522 unique visitors and accumulated 673,128 comments.

SUMMARY
Run Time: April 12, 2010 – May 12, 2010
Campaign Slogan: Tudou + Nike Woman: Fuel for Dreams
Advertiser: Nike
Industry: Sports
Brand: Nike Women
Campaign Website:
http://nikewomen.tudou.com/nikewomen/home.do

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Alongside the theme of the 2010 South Africa World Cup, the passion of football is rendered using one artists fingertips on sand and then uploaded to Tudou to share with millions of other viewers.

The video begins under the drum beat with animals lying on the South African horizon all of a sudden giving way to a football  and the proud footballer stepping on it. He cruises, shoots, and stops the football confidently and yet gracefully in the hands of our sand artist, and as the crowd cheers, he scores!

All the glory and joy then blend into the ultimate honor of the FIFA World Cup Trophy, symbolizing all the best wishes for the 2010 South Africa World Cup.

Sand art is a pioneering performance art among the Chinese internet video population. It is sharp and expressive yet allows for great freedom in maneuvering art and is also visually powerful.

Tudou is one of the biggest platform for sand art performances as renowned artists regularly show their projects here.  Here is the latest such example just in time for the 2010 FIFA World Cup.

Want to embed the video on your blog? Here’s the embed code below:

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Where: Beijing, Changan Street.

What: A self-made parking spot.

Looking for a parking space on the busiest streets in Beijing often seems next to impossible. Upon failing to find a single space to squeeze into the subjects of the video discovered that cars that lined up on the side were covered with parking tickets anyway.

Just before giving up they thought they got lucky when they saw a Volkswagen pulling out of what seemed to be a legitimate parking space. Before they could pull in, the driver of the Volkswagen hopped out with a one-meter tube container and starts peeling off a sheet that covered the “parking space”, which in reality is actually a transparent plastic sheet drawn with white lines to imitate a parking area. After loading the “space” to her trunk the driver comes back for what seems to be the last piece of her parking kit – the “P” sign hang on the lamp post, leaving the passengers of the unlucky car stunned and still without a place to park.

Even though we think this was probably a staged video, the reason it became one of Tudou’s most shared videos recently is because it highlights the harsh reality of how difficult it is to find parking in Beijing these days. A little satirical insight into life as a driver in Beijing.

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