CASE STUDY: Youku Originals' production pulls in over 16 million views online

Background

Youku Originals is Youku’s brand of in-house online video content under which Youku produces, distributes and monetises quality online video content.

Aim

Youku aims to create content that not only engages viewers, especially young people between the ages of 18 and 40, to become more aware of the reality of today’s world, but genuinely moves them.

Execution

‘The bright eleven’ is a collaboration between Youku, China Film Group Corporation and Chevrolet Cruz to produce 11 films directed by 11 young and energetic new directors.

The common theme across all the films is the effort and ongoing endeavor of a generation of young people to achieve their dreams and goals which matches Chevrolet Cruz’ campaign theme of 'I fight, I show'.

Out of the 11 films produced, ten short ones have already been released on Youku. The final and longest film will launch next year in theatres and online. Youku has also produced seperate music videos for each movie.

Out of the current ten, the last one, titled ‘Old boys’, resonated the most with the public, pulling in over 16 million views. The movie tells the simple tale of two high school classmates competing for the affections of a girl who barely knows they exist.

The campaign period was from 20 April to 30 October 2010.

Visit Youku for the rest of 'Old boys', or YouTube if outside of Greater China, and other movies in the ‘The bright eleven’ series. 

Results

Over 30 news publications picked up the project.

Youku recorded 95 reports through professional publications, including a 9.28 minute long report by CCTV online.

CCTV said that ‘Old boys’ is “speaking on behalf of a whole generation”.

Beijing Morning Press, in an interview with Xiao Yang, the director of 'Old boys', stated that this film not only speaks out for this generation, but also reflects back on this generation’s youth. 

Credits:
Project The Bright Eleven New Media Film Project
Client Chevrolet Cruz
Creative agency Youku Presents
Chief creative officers Stella Pan, Joan Ren, Zhao Haicheng
Creative team Xiao Yang, Fang Gangliang, Zhang Yadong, Zhang Yuedong, Shen Yan, Tang Jun, Yi Lichuan, Skin3, Zhuang Yuxin, Li Feng, Zhng Yaguang
Production company Youku and China Film Group
Exposure Online