DDB Shanghai becomes creative partner for T-Mall by Taobao

After winning the pitch, DDB Group will be tasked with developing a branding campaign for T-Mall throughout the second half of 2012, including a thematic campaign and some upcoming marketing events and projects including  the 2012 London Olympics as well as the 'Bachelor Day' on 11 November.

The projects also include opportunities for brands to do exclusive sales on Tmall.com before the official product launch in their physical retail stores.

T-Mall is the leader in the B2C online shopping category, with market share above 50 per cent. In China e-commerce is a competitive sector with many local B2C players including main competitors 360buy.com and Amazon China.

The agency’s brief was to drive further growth and solidify awareness for the leading B2C online shopping platform in China, which has tens of thousands flagship brand stores in different catagories. Brands include Adidas, Nike, Uniqlo, Forever21, Estee Lauder, Neutrogena, L’Oreal, Audi, BMW and P&G.

Previously DDB helped develop and design Unilever’s online flagship store, which was launched in July 2011, helping the FMCG giant to build up a strong corporate image that stands out and integrating 13 participating brands via design and framework unification.

Dick van Motman, CEO and president of DDB Group Greater China, said that China is increasingly becoming not just a big player but also a leading innovator in e-commerce.

“We see this as another platform of creativity and increasing importance to win here as such we are delighted with our new partnership with T-Mall, China’s largest e-commerce brand to help cement its leadership position in this market.”

Reported in May, ahead of Children's Day on 1 June—typically its single largest day of sales—Toys 'R' Us has commenced its e-commerce strategy with the launch of a Taobao flagship store on Tmall.com.