CHINA

Established in 1998, dentsu_TOP is a brand of the world’s top advertising network, Dentsu Aegis Network, providing solutions for clients’ challenges in the areas of product development, marketing and branding, communication strategy, customer relation management, public relationship, event planning, content and digital marketing. As the business partner that always has our clients’ interests at heart, we are committed to becoming a No-Boundary Marketing and Communication Solution Provider, helping you solve marketing challenges and increase sales.

In today’s market, client’s challenge is getting more complicated due to the convergence of the many things by digitalization. On the other hand, consumer’s purchase funnel is no longer simply liner. The conventional way of simply offering branding and communication service is not enough to resolve clients’ challenges. As a No-Boundary Marketing and Communication Solution Provider, our unrivaled team is willing to turn the challenges into opportunities by delivering our services in a more efficient and effective way so that our clients can benefit from directly.

With a corporate philosophy of “of Chinese, by Chinese, for Chinese”, we combine global experience, resources and operation model with local knowledge and insight to help you succeed in the ever-faced-speed changing business environment. We strongly believe the client’s success is our success and our desire is simply to grow for the brighter future together with our clients. 

Young Nissan 2.0 Campaign

Young Nissan 2.0 Campaign


In 2016, dentsu_TOP helps NISSAN to keep intensifying the brand proposition “Joy for Young” and the target audiences’ positioning “Life Adventurers”. We also rolled out a new TVC to show the brand spirit of “excitement, challenge and self-confidence” and redefine the word “Young”. The “Young” that NISSAN has been talking is feeling young at heart in spite of one’s age. According to the client’s research report in March 2016, Young NISSAN 2.0 advertisement attracts more viewings than 1.0 advertisement in 2015, which effectively improves brand reputation. The TVC also get highly regarded by clients and sets a benchmark for NISSAN new models’ launch in 2016.

NISSAN LANNIA Campaign

NISSAN LANNIA Campaign


Background:
LANNIA is Dongfeng-Nissan’s first sporty sedan that specifically designed for HALE(Chinese post 90s’) on the basis of “YOUNG NISSAN” brand strategy,. It face two critical challenges in marketing when it first came out: the lack of knowledge of communicating with HALE and the lack of brand awareness as a new car model.

Solution:
We have an insight that the younger generation, like HALE, and their influence have often been overlooked by the society. These young minds are desperately eager to be recognized and understood. Therefore we kick off this POP campaign by inviting a POP music band and launching a music marketing event with a theme of edgy. Integrated with traditional media, digital media, BTL tours and E-business platforms, we successfully build an edgy brand identity for LANNIA. The music video featuring LANNIA theme attracts 150,000 reviews by the time of publishing. LANNIA’s average sales volume reached 11,000/month 3 months after its debut. Moreover, with this successful launch campaign, Dongfeng-Nissan and dentsu_TOP have won many marketing and creative rewards.

Young Nissan Campaign in China

Young Nissan Campaign in China


Dentsu_TOP help Nissan to approach Chinese young people by new brand proposition “Bloom for Young” and new target group positioning “Adventurers for Life”. By new brand TVC & print, the Campaign has shown brand spirit of “Passion & Challenge”. With strategic significance to the Nissan’s future development, Young Nissan Campaign set a creative benchmark for other models.

Journey in Motion

Journey in Motion


Dentsu_TOP invited world renowned artist Paul Veroude to disassemble a Nissan Teana, the flagship model of the brand. The artist took 101 days to disassemble the car into 3,421 pieces and hang them over 18,750 meters steel ware. “Journey in Motion" was the world’s first production car deconstruction art show. The stunning work also made the advanced technology of Nissan became more perceivable and tangible.

Wong Lo Kat “Greater Passion for Hotter Summer”  Campaign

Wong Lo Kat “Greater Passion for Hotter Summer” Campaign


dentsu_TOP helps Wong Lo Kat change the old brand image of only perfect for hotpot, with insights from consumer who has to give up what they love in hot summer because the fear of gaining too much internal fire. Wong Lo Kat has always been a strong supporter of our consumer to enjoy life in summer. To present this idea, we selected eight scenes/things consumers love but afraid of doing in summer, with “attitude can product” as the foundation and promotion access. By producing TVCs with a new attitude and organizing fun experience events, we successfully expanded consumers’ consumption habits and therefore created a younger brand image for Wong Lo Kat. Wong Lo Kat witnessed a year-on-year increase of 10% while the herbal tea industry’s total sales decreased by 7%-10% in 2015.

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