Energize unveil Dr Oetker campaign for China launch

By Steven Raeburn | N/A

December 10, 2013 | 3 min read

Amsterdam agency Energize has unveiled its creative for the launch of German pizza brand Dr Oetker’s entry into the Chinese market.

The campaign was designed by Energize

The execution is based on the perception that youth in China are ‘stay-at-home guys and girls'.

“Dr. Oetker has embarked on a mission to promote home-comfort for Pizza Box, their recently launched microwave pizza brand for youth in China,” Energize said in a statement announcing the campaign.

The campaign was designed by Energize

“As Chinese youth aren’t familiar with the concept of frozen pizza, the brand and its agency decided to focus on the ideal atmosphere to enjoy it in; a lazy evening on the couch.”

Energize Shanghai’s strategy partner Rogier Bikker said: “History shows that music can be a strong force for cultural change. So it felt like the ideal opportunity to create a song and accompanying music video about the pressures of life in urban China, and contrast that with the comfort of eating Pizza Box on the couch.”

The execution is via music video which aired on video channel Youku and social media channel Weibo.

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