SHANGHAI, Nov 3, 2015 – Technology is cold. Big data is dull. Without a higher purpose, computing is uninteresting.
To help AliCloud, Alibaba Group's cloud computing arm, stand out from the crowd, J. Walter Thompson created a campaign that drew a powerful link between the sea of computing that increasingly surrounds us and its higher purpose: to improve people’s lives.
With the tagline “For values beyond computing,” the print and television campaign is now running on CCTV and at key airports across China. The TVC sweeps through history to show how mathematical calculations have always worked to improve our lives – from building majestic Mayan temples in ancient times to planning space shuttle launches to running planes and trains everywhere – all to ensure millions of human interactions each day go smoothly.
The print ads show the ways cloud computing - the practice of using a shared network of remote servers to store, manage and process data - can improve lives. Cloud computing can run the ticketing systems that bring millions home for family reunion each lunar new year. It runs the complicated financial systems that equalizes opportunity for everyone. And it runs DNA sequencing technology to unlock the mysteries of life.
J. Walter Thompson, which won the print and TV business of AliCloud in a competitive pitch in August, is also agency of record for a sister company, Alipay, which handles online payments.
“It is our great pleasure and honor to work with AliCloud for their long term brand building,” said George Shi, General Manager, J. Walter Thompson Shanghai. “J. Walter Thompson is leveraging on our 150 years branding experience to help AliCloud create an irreplaceable brand value that is deeply rooted in the hearts of Chinese consumers.
To see the TVC, click here.
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Established in September 2009, AliCloud (www.alicloud.com), Alibaba Group's cloud computing arm, develops highly scalable platforms for cloud computing and data management. It provides a comprehensive suite of cloud computing services to support the participants of Alibaba Group's online and mobile commerce ecosystem, including sellers, and other third-party customers and businesses. AliCloud is a business within Alibaba Group.
ABOUT J. WALTER THOMPSON
J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry's first female copywriter to developing award-winning branded content today.
J. Walter Thompson opened its first office in the Asia in 1929, and today employs over 3,800 people in 53 offices across 18 countries in the region.
For more information, please visit www.jwt.com and follow us @JWT_Worldwide and @JWTAsiaPacific.