Challenge:
Chengdu is one of the most ‘livable’ cities in China. However, all this was to change when the fatal Sichuan earthquake of 2008 struck. Although the city itself was unscathed, the quake left Chengdu with a massive confidence crisis.
Change:
What makes a city great is its people. The quake revealed the caring, selfless and resilient spirit of Chengdu residents. And because of this spirit, the city will bounce back. This was the core idea behind our integrated campaign, targeted at local and national residents, and the investment community.
Check:
The results were spectacular and as a result, we won Gold at the China Effies – the first time that the category won Gold since the Effies entered China in 2003. Our online micro site attracted 22 million visitors and the theme song spread like wildfire appearing in tens of thousands of web pages. Chengdu was awarded brand city of 2008 by Sina in their yearly rankings. Investors came back - real estate trading volume went up 80% and GDP saw healthy growth, despite the global recession.