Crest collects smiles in China

Leading oral healthcare brand, Crest, carried out an advocacy-based campaign in China.

Weber Shandwick Beijing helped Crest enlist a group of traveling brand advocates, called Smile-vocates, who along with the Crest mascot hit Chinese sidewalks across the country raising awareness of Crest and "collecting smiles" from passersby.

Web 2.0 tools further enhanced the grassroots campaign. The Beijing team conceptualised and launched a travel diary blog for the Smile-vocates, which has received over 500,000 hits in a mere two months.

Before the Smile-vocates' tour of China came to a close, the troupe was even invited to co-host an episode of China's No. 1 TV entertainment programme, taking Crest's coverage to the mainstream media.

	Monsoon Cup sails Malaysia into the spotlight

Competitors head to the first mark in the Monsoon Cup

The Monsoon Cup, an international sailing competition, has grown more successful each year since its introduction in 2005. Weber Shandwick was charged with media management of the 2007 Cup, held at Pulau Duyong, Malaysia, late last year.

This marked the third year of the event, which was originally conceived by Malaysian Prime Minister Datuk Seri Abdullah Ahmad Badawi as a way to promote tourism in the eastern state of Malaysia during the off-season. The Monsoon Cup now boasts the title of "Richest Sailing Event in the World," and holds a prize purse of MYR 1 million (USD 300,000). This past year, the Cup constituted the final event of the 2006-2007 World Match Racing Tour, making Pulau Duyong the site of the world champion's crowning.

The competition drew over 50,000 spectators from around the world, including international celebrities like James Ingram as well as royalty. It was held at a state-of-the-art sailing stadium in Pulau Duyong, where spectators could choose from a wide selection of world-class accommodation and services.

Weber Shandwick secured a large pool of local and foreign sporting, news, lifestyle and broadcast and business media for the event, resulting in fantastic in-depth coverage positioning the Cup as a premier tourist attraction, as well as serving to stimulate the development of sailing and marina infrastructure at Pulau Duyong and the cultivation of local sailing talent in Malaysia.

Malaysian Prime Minister Abdullah Ahmad Badawi (bottom right) and Terengganu Chief Minister Idris Jusuh (bottom left) applauded the winners of the 2007 Monsoon Cup, held at the state-of-the-art marina in Pulau Duyong, Malaysia

	Weber Shandwick team advocates for women's health in Singapore

A larger-than-life outdoor closet quantified the cost of clothing and accessories in terms of cigarette packs, showing young women the tangible benefits of not smoking

As part of Fresh Air for Women, an ongoing public health initiative to get young women to quit smoking in Singapore, the Health Promotion Board tasked Weber Shandwick with creating and implementing a hip, unique outreach campaign.

The two primary goals were to subvert common misconceptions held by women smokers, such as the idea that smoking helps weight maintenance or that it reduces stress; and to creatively promote the material benefits of quitting that are meaningful to young women.

The team produced a multi-faceted, 360 degree programme to reach young women through editorials, selective advertising, online communications and at outdoor venues. One major feature was a larger-than-life, outdoor walk-in closet in a high-traffic mall that showcased the tangible benefits of not smoking. Clothes and accessories were displayed with price tags that used cigarette packs as the standard currency—reading, for example, "this Gucci bag cost XX packets of cigarettes." Another aspect of the campaign was the cultivation of ambassadors for Fresh Air for Women who could tell stories and advocate effectively for healthier lifestyles.

The programme saw awesome results. On top of doubling the number of Fresh Air for Women ambassadors, the editorial coverage amounted to over six times the client's investment in media relations.

	Celebrating environmental conservation in Hong Kong

Honourable guests and singers performed "We are Ready," the theme song for the Beijing 2008 Olympic Games one-year countdown celebration

Ocean Park Conservation Foundation, Hong Kong (OPCFHK) is a charitable organisation and the conservation arm of Ocean Park—one of Weber Shandwick's top clients in Asia Pacific.

To celebrate the 13th annual Ocean Park Conservation Day, OPCFHK tapped into the public's mounting excitement toward the 2008 Beijing Olympics and teamed up with the Home Affairs Department (HAD) and leading local broadcaster Television Broadcasts Limited (TVB) to present a 200-Day Olympic Countdown Ceremony. Among the invited guests were Henry Tang, GPS, JP, chief secretary of administration of Hong Kong SAR and patron of OPCFHK; Timothy Fok, GPS, JP, president of the Olympic Committee of Hong Kong, and a total of 57 media representatives from 41 publications and outlets.

Dressed as "Allan the King of Frogs" and "Judy the Butterfly" respectively, Allan Zeman, chairman of Ocean Park, and Judy Chen, chair of OPCFHK, performed an entertaining skit to convey a strong visual message on wildlife conservation. They were joined by a group of young athletes and singers, who demonstrated the importance of preserving Asia's biodiversity through interactive games and musical performances. The event culminated with a dramatic kick-off ceremony marking the commencement of the 200-day Olympic countdown.

The event was a great success, generating 50 news features in key newspapers, online media outlets, as well as major television and cable channels. Also, thanks to the presence of high-profile guests and local artists, another 18 reports were generated in local newspapers and online media outlets' entertainment sections.

Leading up to the event, the Weber Shandwick Hong Kong team managed to balance the goals of both OPCFHK and the Hong Kong government, ensuring that the key messages of Conservation Day were not overshadowed by the hype surrounding the Olympic countdown. The team's strategy of emphasising advocacy for a Green Olympics movement was particularly effective in highlighting the role of OPCFHK as well as the significance of Conservation Day. On all fronts—from public reception to media relations to the clients' goals—the project was a triumph.

	Microsoft and Motorola advance mobile lifestyle in China

(From left to right) Motorola Marketing VP, Ian Chapman-Banks; Motorola China GM and Corporate Vice President, Ray Yam; MOTO Q8 ambassador, Tuzki; Corporate Vice President of Microsoft Corporation, Ya-Qin Zhang

Late last year, Microsoft and Motorola unveiled the highly anticipated MOTO Q8 smartphone that runs on Windows Mobile 6 to China. In order to demonstrate the Q8's cutting-edge functions—its QWERTY keyboard, sleek design and rich Windows Mobile features—press conferences and interactive media experience camps were rolled out in cities around the country. Weber Shandwick China, representing Microsoft's Mobile communications, coordinated the campaign—synthesizing the goals and needs of Microsoft and Motorola to create an interactive, informative and flawless launch.

The launch kicked-off with a press conference at the InterContinental Hotel in Beijing. Speeches were delivered by Ya-Qin Zhang, corporate vice president of Microsoft, as well as the Motorola China GM and corporate vice president, Ray Yam, and Motorola marketing VP, Ian Chapman-Banks. MOTO Q8 ambassador Tuzki, the popular animated emoticon, was also present at the event.

Following the Beijing conference, a media experience camp provided reporters with a hands-on familiarity with the new device. Subsequent media experience camps were carried out in Shanghai, Guangzhou and Chongqing. The events included information sharing sessions with top Microsoft Windows Mobile experts on MOTO Q8 and interactive games in which journalists communicated with each other via instant messaging, SMS and digital pictures or music.

The campaign successfully conveyed how Windows Mobile is empowering people to stay connected with a smartphone that meets the needs of every lifestyle in China.

Over 200 articles on the launch have been generated to date. Major IT and consumer electronics media outlets, such as MSN.com.cn, iM, Buy Mobile, Consumer Electronics World, Digital and IT168.com have selected the MOTO Q8 as one of the "Best Smartphones of the Year" and expect it to be the largest selling Windows Mobile Standard Edition phone in Asia—ever.

	Thailand hosts first Millionaire Expo in Southeast Asia

With incomes and quality of life rising quickly in Southeast Asia, Weber Shandwick generated excitement around the launch of the first luxury trade show in the region, the Thailand Millionaire Expo.

Premium consumer shows have been held successfully in other markets around the globe such as the Netherlands, Russia, Abu Dhabi, Vienna and most recently, China. The concept has been firmly established as a prime venue for leaders of the international luxury industry to present their most beautiful and exclusive products and services.

Over a period of four months, the Weber Shandwick team worked closely with the programme's organizers and exhibitors to familiarise target audiences with the new concept and to create a foundation for the event in Thailand. At the end of the show's four-day run, Weber Shandwick had successfully placed over 60 separate stories about the Thailand Millionaire Expo in both print and broadcast media, the equivalent of approximately USD 200,000 in advertising for the client.

Southeast Asia's first Millionaire Expo	Attendees enjoyed performances along with exhibitions of luxury products

	Creating online buzz for General Motors in China

	Senior executives play Jack Bauer in China (click here to watch online)

With the number of Internet users in China soaring past the 200-million mark in 2007, clients are increasingly turning to Weber Shandwick to use online communications to reach consumers and other stakeholders in new and innovative ways.

Weber Shandwick Shanghai recently deployed Screengrab—Weber Shandwick's interactive, social and emerging media practice—to create online buzz around General Motors' launch of its futuristic OnStar telematics by uploading an action video onto key video-sharing sites. Casting three senior general mangers in the role of TV series "24" star Jack Bauer, the video demonstrates hard-to-believe OnStar features such as "Turn-by-Turn Navigation" and "Remote Door Unlock."

The video short was first witnessed by media at a launch event in Shanghai as part of an action film sequence in which the executives find themselves caught up in adventures around town on their way to a conference. The Weber Shandwick team also created an extended social media programme covering video-sharing sites including Youtube, Tudou and Youku.

	Malaysia mall receives commemoration from prime minister

The prime minister of Malaysia recently presided over the official opening of the Pavilion Kuala Lumpur (Pavilion KL) shopping centre. The mall has already garnered outstanding publicity and news coverage over the past two years prior to its opening through Weber Shandwick's concerted media and publicity efforts.

For this special occasion, Pavilion KL once again worked with Weber Shandwick to orchestrate the official opening, which had 5,000 guests comprising partners, retail tenants, industry stakeholders and the media.

Weber Shandwick managed media relations, resulting in a showing of more than 150 representatives from national, business, retail and lifestyle sections in print, broadcast and longleads (a important media pool for the market landscape). The team also handled communications with the premier's office, helping to produce a strong endorsement and to ensure that Pavilion KL's key messages were conveyed in the leader's speech.

The event included a commemorative photo opportunity, coordinated by Weber Shandwick, involving the prime minister and the Pavilion KL management team. The images produced appeared in the leading English daily and other vernacular media, positioning Pavilion KL not only as a prime retail destination, but also as a major player in the promotion of Malaysian tourism and culture.

The Malaysian premier opened the ceremony with a courtesy beat on traditional drums

	Travels with MasterCard

Premium MasterCard users shared memories and souvenirs from travels enhanced by MasterCard at its End of Year Promotion launch

This year's MasterCard End of Year promotion launch was given a personal touch to communicate MasterCard's promise of priceless moments and memories to cardholders.

Premium clients including David Kuo, the CEO of Skylark Travel Service Co, Ltd, and Steven Liu, general manager Taiwan and Shanghai Region of Hitachi GST Asia in Taiwan, spoke on a panel about their own travel experiences at the launch—emphasizing how MasterCard made for great memories.

Weber Shandwick Taiwan orchestrated the event, decorating the venue with photos of the speakers' favorite travel destinations. Thanks to these efforts and the panelists' impactful delivery of premium card usage experiences, the event was well-received and successfully positioned MasterCard Worldwide as the brand that knows what affluent travelers desire most.

	Wall's launches Mini Poppers

Unilever's ice cream brand, Wall's, is on top of the game in Thailand with 66% of the market share. But even with this lead, the company found that only a small portion of adult ice cream consumers were choosing Wall's. To address this discrepancy, Wall's developed a new product, Mini Poppers, with adults, and particularly women consumers, in mind. Weber Shandwick Thailand was tasked with the challenge of introducing the product to this specific audience.

To create buzz around the launch, team members held the press conference in an apartment living room—as opposed to a typical media events venue. The apartment was decorated to emphasize the product's core features with Mini Poppers—shaped beanbag chairs and the aroma of vanilla and chocolate wafting through the room.

The launch generated extensive coverage: the product's key messages appeared in 90% of print coverage and over half of the media carried colour photos from the event.

The client's key message appeared in 90% of print coverage

	Nike celebrates new collection and documentary launch

Nike showed off its newest apparel and footwear collection at the Beijing Sport University's indoor track building

Nike China was ready to launch two big items in early 2008: a new athletic and footwear collection and a documentary film, "Dare," honouring 1984 Olympic athlete and former world record high jumper, Zhu Jianhua. The world-leading sports brand selected Weber Shandwick to publicise the retro-inspired collection, Olympic Pack, and "Dare" through media relations and an '80s themed event held in Beijing Sport University's indoor track building.

Inspired by a 1984 photo of the Chinese track-and-field team's visit to the Nike world headquarters in Beaverton, Oregon, USA, Nike's new collection features the bold colours and big chunky fonts popular in the early '80s. By concentrating on the story told through each apparel and footwear piece, Weber Shandwick made a dynamic, emotive pitch that resulted in superior coverage for the collection.

For the documentary, "Dare," the team exploited a chance to extend and develop its reach after the film was first broadcast on CCTV. A combination of relations with additional broadcasters, viral online video sharing and DVD distribution via traditional media partners brought "Dare" to a broad new array of audiences.

Using these strategies, Weber Shandwick successfully engaged the media, relating Nike's heritage in China in a way that appealed to both trendy kids and athletic youth looking for an inspirational story.

	Brussels delegation tours Japan

A Brussels delegation conducted seminars and spoke with media in three cities in Japan to draw Japanese business to the Brussels-Capital Region

The influential, centrally-located Brussels-Capital Region is considered among Europe's most competitive business hubs, but when Japanese small and medium enterprises (SMEs) consider an initial foray into Europe, Brussels rarely makes the shortlist of potential locations.

Consequently, the Brussels Enterprise Agency (BEA) retained Weber Shandwick Tokyo's Global Communications team to promote awareness of the region's advantages among Japanese business and media. The resulting six-month programme culminated in early February 2008 when a delegation from BEA came to Japan for a series of SME-focused business seminars in Tokyo, Nagoya and Osaka, each complemented by interviews with regional media.

Accompanying the BEA delegation was a member of the Finance Ministry, responsible for explaining Belgium's unique notional tax regime, and two influential businessmen who have worked for Japanese companies in Brussels. Rounding out the tour's seminar programme was a presentation provided by a Belgian chocolatier that has just entered the Japanese market.

One of the most important considerations for the tour was ensuring that speakers articulated their points simply and clearly—especially regarding complicated issues like Belgium's tax system. Weber Shandwick Tokyo provided BEA with intensive media training, guaranteeing that key messages were conveyed effectively to Japanese media.

	Weber Shandwick Beijing advocates for clean technology

Nicolas Parker, chairman of Cleantech Group and Cleantech China, briefed reporters at a group interview arranged by Weber Shandwick at the Beijing Cleantech Forum