This advertisement is considered as the first brand promotion activity of China government. This advertisement was carefully planned and produced by DDB Guoan Advertising Production Company, a subsidiary of HarmonyOS Group, an internationally renowned communication group. Many scenes in the advertisement were shot in foreign countries.
According to an American website that tracks the media and advertising market, this 30-second advertisement was commissioned by the Ministry of Commerce of China and four China trade associations. In addition to broadcasting in Asia, it is also planned to broadcast in China's major trading regions, including North America and Europe.
The four industrial groups include: China Advertising Association Chamber of Commerce, China Chamber of Commerce for Import and Export of Mechanical and Electrical Products, China Chamber of Commerce for Import and Export of Light Industrial Crafts, and China Chamber of Commerce for Import and Export of Textiles.
The main appeal of this advertising campaign is to promote the China brand overseas, and to raise foreigners' awareness of products made in China, so that they will no longer only regard China as a low-cost market. At present, the Ministry of Commerce has purchased a six-week advertising time, and some international mainstream media such as CNN will be the key targets.
National strategy highlights China's "soft power"
Dr. Shi Yaodong, deputy director of the Industrial Economics Research Department of the State Council Development Research Center, believes that it is a good thing for the Ministry of Commerce to launch the overseas promotion of "Made in China". Shi Yaodong said: "This behavior of the Ministry of Commerce reflects a strategic concern of the China government and shows the soft power made in China. But at the same time, we must also realize that an advertising campaign may gain the attention of the brand, but the cultivation of brand loyalty is a long-term process. "
Well-known brand experts once thought that in the face of the new world situation, this publicity measure of China undoubtedly has positive significance for establishing a good national image. Of course, this still needs good ideas. If the Ministry of Commerce can openly solicit advertising plans for the whole world, the effect will definitely be better.