With Double 11 in the rearview mirror and Black Friday just around the corner, the holiday shopping frenzy is firmly underway. For their first global campaign, AliExpress and Ogilvy Shanghai are seizing the moment to offer us a "World of Shopping Wonder".
With a not-so-subtle nod to another famous wonderland, the campaign video features a fast-talking white rabbit guiding consumers to products and offers they'll love.
The spot's creators lament the ways that algorithmic and tech-centric platforms have taken the fun out of shopping, and the rabbit is here to interrupt hasty purchases and encourage consumers to explore center of the online shopping experience.
A global campaign, "Shop Endless Wonders," puts a special focus on France, Spain and Poland to remind users that Alibaba's global retail marketplace should be their go-to place for holiday shopping.
To localize the content for the European markets, Ogilvy Shanghai worked with Ogilvy Paris and Madrid, and hired Universal Production Partners (who created visual effects for the Blade Runner 2049 film) for the animation work.
"2020 is a uniquely challenging year, and this campaign is about providing an effective solution with a systematic approach that lands in multiple markets, both at the level of creative thinking and production feasibility," said Wei Fei, Group Executive Creative Director at Ogilvy Shanghai.
Alibaba's 2020 Global Shopping Festival generates RMB 498 billion