The United Nations International Development Information Network Association (DEVNET) Pavilion at the 2010 Shanghai World Expo was set up with the purpose of educating attendees about Information and Communication Technology (ICT), while encouraging inter-region business and humanitarian cooperation, thus bridging the technological disparity between first and third world nations.
- Help DEVNET promote ICT usage through pavilion events
- Attract more people to visit the pavilion, thus increasing DEVNET’s reach
- Provide opportunities to up and coming entrepreneurs around the world to China, providing them with key networking and business relations.
We organized campaigns based on current hot topics and celebrated icons – The World Cup, Michael Jackson, Yao Ming and more – attracting not only guests who were interested in ICT, but also general attendees to the DEVNET Pavilion. To create networking opportunities for Chinese small-medium enterprises, DT also arranged for them to meet with key government officials in several Chinese cities, allowing them to exchange business and technological trade secrets. We supported our offline events and PR with a holistic online campaign that was highly successful.
- Emerged as one of the top three favourite pavilions at Shanghai Expo under the ‘Association’ category
- Number one favourite pavilion online, also under the same category
- The pavilion with the highest online traffic, also under the same category
- Amongst the top 10 Association Pavilions to reach 1 million visitors the quickest
- Successful in arranging post-Expo collaborations between DEVNET and 3 China provinces, including one confirmed project to rebuild the pavilion in Zhejiang, Jinhua City
- World Citizen Passports successfully encouraged repeat visits, with each passport holder entering DEVNET Pavilion an average of 3 times
When the “Top 5 brand in the world” Shower Gel went on sale in thousands of outlets in China, fans of the international brand were excited to get their hands on newly launched bottles, with different fruit-scented shower gels. However, when it was tested by the Chinese Government that the bath product had 32 times the bacteria, it was pulled off shelves in major retail outlets, damaging not only sales, but also the producer’s reputation.
- Conduct damage control by assuring consumers that the product was safe to use
- Reduce the severity of the online rumour mill
- Rebuilding the reputations of the manufacturer and the associated iconic brand
Since the crisis occurred in Greater China, we targeted our efforts at Chinese consumers, focusing on Chinese-language publications, social and digital media. After the initial report, the product was re-examined and found to have met health standards. Therefore, we wrote a brand new press release and supporting materials,focusing on this evidence that the product was safe for use. We also targeted the sources of bad news by informing them of the new health report, alleviating the harmfulness of the rumour mill.
- The first 10 pages of the Baidu search yielded predominantly positive news about the product
- Majority of the first 100 articles on the search engine stated that the product passed the health re-inspection
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