Soho China is one of the country’s largest real estate developers. We were asked to use the launch of their latest space-age building, the Soho Galaxy, to raise awareness of an issue close to their hearts - China’s growing copycat culture. To do this we needed an original voice - someone who could capture the nation’s imagination. And we found it in Abo, the Chinese astronaut and world’s first monkey in space. A true pioneer and a brain that is simply light years ahead of any man.

The campaign started with a series of 'UFO sightings' and news bulletins reporting ABO's landing. These were used to arouse interest in the campaign and drive traffic towards the main part of the campaign; the live 30min TV/online debate. It was important to select the right mix of guests who would capture a diverse audience. It was important these guests would have enough of an online presence to carry the debate back online. With their huge online following, Soho China's owners were a great start.

Other guests included notorious critic and musician, Gao Xiaosong, and a prodigious writer, Jiang Fangzhou. To help give the campaign credibility we got top Taiwanese political show host, Tiger Hu to chair the debate.

Between them, they have around 50 million fans on Weibo.

4 Phases were planned around the content & media:

Phase 1: Spark Interest & Curiosity, by produce viral topics about a mysterious phenomenon.

Phase 2: Produce viral content revealing more information about the mysterious phenomenon, and drive traffic toward the half hour TV debate.

Phase 3: Encourage Diverse Thinking, by engaging people in a live tv debate.

Phase 4: Utilize the guest’s online presence to take the debate back online and keep up the momentum.

The videos’ overall click view reached to 312,833 during the 2 weeks promotion period. Almost 1,500% higher than the average click view rate of previous SOHO videos (Weibo + Youku)

Overall Impression of the films: Over 43,008,550 (Weibo+Youku)

Overall netizen coverage reach to around 46,924,950 people (methodology: half of the click rates X 300 followers)

Weibo fans of Soho’s founders increased around 7M after the campaign launch from 10M of Oct, 2012 to 15M of Feb,

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