2011 summer, someone famous posted on Internet that he quitted his relationship to pursue true love. Runaway became a hot topic on internet, and was highly praised by young people.

"Runaway” reflects an attitude that breaking the norm of society and pursuing real passion in life. And that is also what 361° brand “One more degree of love” intend to express.

We must express “running for love” in a unique way. Homosexuality is a controversial topic in China, which give us a chance to create a big bang story about two male homosexual lovers running for their true love despite social norm. To make the incidence more believable, we shot the film on the most visited street in Beijing just like a reality show

Rather than running for a common love, we wanted to run for a bold love – homosexual love. Homosexuality is still not accepted in China. \This cultural tension gave us a chance to create something great.

We created a story about two male homosexual lovers running for their true love despite social restraints: at a wedding ceremony, the husband’s homosexual lover suddenly appears, fights with the wife, takes the husband and they run away.

There are 2 steps. First, we distributed video on video portal; 2 days later, when it was hot enough and when people all talked about it, we launched the second version with the brand message in it - “If this is an ad, do you still believe in love? Running for love!”. We also cooperated with Weibo celebrities to spread the buzz, which turned out to be a very effective campaign.

Once the first video was launched, it soon became the daily top video on video websites. It generated numerous comments and followers, not only from netizens but also even from traditional media, like TV stations and newspapers. People linked the video and the previous “runaway” incident and created big buzz for the 361° brand. In their mind, 361° became an open-minded, brave, fashionable, pioneering and rebellious brand.

Performance data: a) Total video views: more than 12M hits.

b) Total video forwards: 2,818,894 c) Keyword search result: more than 1.75M on Baidu search engine.

d) Microblog (Sina Weibo) forwards: 65,862.

e) Microblog (Sina Weibo) comments: 4,685.

f) Brand associated comments: nearly 600 g) Media reports: 65 news reports, including 3 TV stations (Chengdu TV station and Shanxi satellite TV station and Taiwan Dongsen TV) + 1 newspaper (HK Apple Daily) + tens of websites (www.sina.com.cn, www.chinadaily.com, etc)