Semir’s viral video campaign gets 2.5 million hits

Entitled 'Tee' the campaign runs with the tagline 'Everything Can be Tee'. The agency has aired six viral videos on Tudou, which have generated 2.5 millions click since the official launch date on 25 March.

Through the viral video campaign Chinese consumers are inspired to develop tee shirt designs with attitude and to think outside the box. One of the videos shows people working together to build a giant domino game, using books, videos, old suitcases and litter bins. In the end the domino game idea twists into 'a recycle logo' on a tee-shirt.

Consumer can upload their own pictures, videos, by selecting different group of ‘attitude’ in the site, to create their own ‘attitude’ tee. They can also edit the ‘content’ by using simple tools that are provided in the mini-site. The highest vote Tee design will be put into real production.

The media agency Carat selected uses Sina Weibo as the main media platform to engage consumer interaction with the Semir brand.

Dick Chan, national head of digital of DraftFCB China said the campaign idea came from the insight that most teenagers only express their real feelings in SNS. . 

“All these shoots were done in LA. We have seen the trend that national clients have become much more demanding in their production quality requirement,” added Pully Chau, the agency’s chairman and CEO, Greater China.

Follow up marketing initiatives include pop up stores in 13 cities including SH, BJ, Guangzhou on a guerrilla basis, which will be announced on Sina Weibo. The campaign which will be supported by print, OOH, Instore POSM and will run until the summer. 

Semir is based in Shanghai, and operates 4,007 shops all over China with business turnover of US$950 million last year.

Credits:

Project ‘Everything can be Tee’
Client Semir
Creative agency DraftFCB China
Media agency Carat 
Creative team Laurent Jiang, Jay Jiang, Silver Zhang  Onn Xiao, Jie Jie Huang
Account team Xin Wang, Rachel Tao, Lisa Zhao, Crytsal Tang, Tracy Jin, Candy Yin
Director Alpha Chang
Production house Wise Spider Shanghai
Producer Robin Chen
Digital head Dick Chan
Exposure Online, OOH, print, in-store