“With Me, China Gets Stronger” Yili / JWT
Challenges
 
How to stand out from the clusters of local/international Olympic sponsors? How to establish Yili as the one and only Official Dairy Sponsor of 2008 Beijing Olympics and defend from the competitors to ride on the Olympic wave? How to leverage Beijing Olympics to elevate brand image and establish brand assets? How to resonate with the Olympic passion of Chinese consumers, hence boosting the sales of Yili products?

Overall Strategy

Based on consumer research, Yili develops its slogan of Olympic Campaign – “With me, China gets stronger”, which aims to unleash the Olympic passion and patriotism of every single Chinese, call for every Chinese to fully involve and participate in Beijing Olympics. As the Number 1 Dairy Brand in China, Yili supports every Chinese athlete and every Chinese people through quality nutrition. Yili fills Chinese with energy, enables Chinese athletes and China to deliver unparallel performance and make their dreams come true.  Yili is the powerful driver behind China.
Creative Strategy

Leveraging the contracted Olympic Champions, Yili calls for all Chinese people to participate in Olympics and cheer for Olympics, and establishes the “2008 Beijing Olympic Official Dairy Product Sponsor”. The powerful performance of Chinese Olympic athletes manifests the strong China power.  When every Chinese gets stronger, China gets stronger.  The idea of “With me, China gets stronger” delivers through integrated marketing tactics – mainly TV and online media with the support of outdoor, POSM and special media.
Results

After the first stage of communication, the tracking studies found that: Establish stronger brand image, boosting Yili''''''''s image attributes-"Innovative"and "Socially responsible".Raise the awareness of Official Olympic Sponsor, moving up from the 8th  to 3rd position of Olympic Sponsor Awareness among all brands, just behind Coca-Cola and China Mobile.