Hong Kong, 2, November 2007 — The scmp.com’s first-ever viral video marketing campaign received four awards including Best Viral Marketing (Gold), Best English Copy (Craft), Best Podcast / Vidcast (Bronze) and the overall Best of Show yesterday at the 2007 Interactive and Direct Awards ceremony.
To promote the re-launch of scmp.com, a viral video marketing campaign consisting two creative videos were launched in July and August respectively. The first video, "Bush’s Source Revealed", depicts a bewildered President George W. Bush alongside China President Hu Jintao at a White House press conference. The second video, "Who’s Hu in China", involves a play on the Abbott and Costello "Who’s on first" comedy routine with Hu Jintao and China Premier Wen Jiabao as the protagonists. Carrying the tagline "SCMP.com makes China make sense", the videos rapidly spread across multiple video-sharing and social networking sites since its launch.
Being the overall champion of over 200 outstanding works from China and Hong Kong, scmp.com Assistant Director David Savelson said, "We needed an innovative marketing campaign to build awareness and to attract more subscribers. OgilvyOne Worldwide has delivered exactly what we wanted. We are very encouraged to receive this great honour."
Organised by the HK4As since 2004, the Interactive & Direct Awards gives recognition to creative and execution excellence in this genre of marketing activities. Entries are judged by a panel of local and international professionals from the advertising industry based on the creative ideas, designs, user experiences and executions of the campaigns.
The winning videos are available at:
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About South China Morning Post
The South China Morning Post is Hong Kong’s premier English language newspaper and has the city’s most affluent and influential readership. First published in 1903, the newspaper has developed an enviable reputation for authoritative, influential and independent reporting on Hong Kong, China and the rest of Asia. Its online platform, scmp.com, reaches a global audience of China watchers with daily breaking news, multimedia articles and interactive forums. Striving to maintain the highest standards among the world’s quality newspapers, the South China Morning Post receives constant international recognition. It received 39 awards in 2006 for excellence in editorial, marketing and technical capability.