Your Guide to Creative China
Where the magic happens
Published January 12, 2011
Contact the Author
Back in November, a flurry of red trucks traversed the Nanpu Bridge in convoy, whilst inside, some 1000 smiling workers sporting MediaMarkt-emblazoned t-shirts and caps were poised to quite literally move the German mega-brand into Shanghai. On arrival at the Huai Hai Lu flagship store, an immense 3D projection – the largest ever to be seen in China – was cast onto the building's façade, entertaining the enthralled masses below. It was impressive, and the internet still resonates with talk of both the guerilla event and 3D extravaganza.
"It was a simple idea, but the effect was really great, very cool", muses Paul Grootings, Managing Director of DVP China Eventmarketing, the group who masterminded the whole shebang. Event Producer Elaine Koo nods in agreement, describing how film crews perched on top of some of Pudong and Puxi's higher buildings captured the MediaMarkt convoy. The film became an effective viral, garnering interest and intrigue on both a local and global level.
Moving into Shanghai! for MediaMarkt
"To be honest none of us really saw the enormity of the whole event during that half day of shooting. Only once you see the video, then you understand – you see the Pudong skyline, the famous locations, the Nanpu Bridge… One of the best shots was really a lucky one – the convoy of trucks had breaks in it, which wasn't planned or necessarily foreseen, although of course it's natural that it happened. It did mean though that all the trucks passed each of the different levels at the same time, so it looked like they were driving both left and right on the screen. Had they all been in one convoy then that wouldn't have happened. Instead what we got was that spectacular moment when all levels of the bridge were covered in these red vans".
DVP China's Shanghai HQ opened in 2008, although the group has been active here since 2005. What prompted the move to Asia? "The Olympics", grins Paul, "before then we'd fly the team in from Europe for each event, but after we executed an event at the Olympics, we just knew it was the right time, clients were asking for us, and there was just so much that China had to offer"
The group, led by CEO Rob de Vries has long been the events partner of Volkswagen, who were automotive sponsors of the 2008 Olympics. For DVP, the opportunity to work with the car brand in Beijing was "the cherry on the cake" of the partnership. Their sponsors' pavilion was equipped with a 70m long video wall, featuring eight movable LED screens. Aerial artists suspended in front of the wall jumped, somersaulted and pirouetted in time to the video content, creating the impression of an enormous, sports-inspired touch screen. In total, preparation for the showcase took a whole 18 months, and the results speak for themselves. "The cool thing about the Olympics is that it's so global – the money spent on events like that can really get the world's top people in their field there. The artists came from around the world – France, Germany, America, Australia, everywhere – we could really go worldwide and that was a lot of fun. We even had an aerobic gymnastics world champion as one of our aerial artists!"
Paul already has eyes on next year's London games, and the company are keen to do more large-scale, public events – particularly following their involvement in Shanghai's recent Expo. DVP was responsible for venue management of both the Netherlands Pavilion (aka Happy Street) and the Rotterdam Water City Pavilion. "Once the pavilion's open, then it's like running like a company with a big team and a lot of visitors", describes Paul. And the events? "We organized a family day for TNT with 5000 people. At that time the Expo was very restrictive – getting in helium for example to blow up branded balloons was a struggle – how do you get a highly dangerous gas into the city's most restricted zone? We managed, of course, and it was a great event"
Both their Olympics and Expo escapades sound far removed from DVP's mainstay: automotive. Elaine has recently returned from the Guangzhou auto show, where her team's efforts at the Volkswagen booth drew admiration from the visiting crowds, and hopefully even a sale or two.
"It was quite magical – like a fairy princess flying over the show…" She is describing just one example of DVP using whatever creative means available to them to make their clients' brands stand out – and in the case of VW in Guangzhou, this meant dancers encased in fantastical, bulbous dresses swaying precariously on 3.5m high, 5cm wide poles. The performers can bend the poles to such an extent that they can interact with the audience below – cue high fives, hat-stealing and lots of spellbound visitors. "Everyone was amazed – it got some great media attention too", adds a beaming Elaine.
Incredibly, the China team comprises just ten, with Creative Director Remi Oerlemans dividing his time between Europe and China, and a reliable network of freelancers at their disposal. Running with such a small team, according to Paul, affords them a closer relationship with their clients. Buoyed by recent successes, DVP has grand plans for the future: "We're focusing on expanding – the goal for 2011 is to open two more segments, fashion and luxury brands, as well as more video production".
Paul Grootings, Managing Director (l) and Remi Oerlemans, Creative Director (r)
Are the events, though, in danger of becoming gimmicky? Do they have enough real substance to effectively promote a product? Paul is in no doubt: "Event marketing is live communication – people are seeing this more and more, you can convey exactly what you want in a highly creative way, and actually shape the perceptions of the audience. You simply can't do that with print or online – plus, this is far more cost-effective".
And with that, Elaine and Paul head back to their respective drawing boards, no doubt to plot DVP's next extravaganza. Clearly driven by a pursuit of perfection and genuine creativity, the pair shares a real passion for what they do. "Working with so many great artists from all over the world is exciting; we're constantly meeting people who are the best in their field", enthuses Paul. "Being able to invite so many talented people to collaborate with us – and of course vice versa – is simply a fantastic perk of the job!"
For further information about DVP China Eventmarketing, see their website here
"It was a simple idea, but the effect was really great, very cool", muses Paul Grootings, Managing Director of DVP China Eventmarketing, the group who masterminded the whole shebang. Event Producer Elaine Koo nods in agreement, describing how film crews perched on top of some of Pudong and Puxi's higher buildings captured the MediaMarkt convoy. The film became an effective viral, garnering interest and intrigue on both a local and global level.
Moving into Shanghai! for MediaMarkt
"To be honest none of us really saw the enormity of the whole event during that half day of shooting. Only once you see the video, then you understand – you see the Pudong skyline, the famous locations, the Nanpu Bridge… One of the best shots was really a lucky one – the convoy of trucks had breaks in it, which wasn't planned or necessarily foreseen, although of course it's natural that it happened. It did mean though that all the trucks passed each of the different levels at the same time, so it looked like they were driving both left and right on the screen. Had they all been in one convoy then that wouldn't have happened. Instead what we got was that spectacular moment when all levels of the bridge were covered in these red vans".
DVP China's Shanghai HQ opened in 2008, although the group has been active here since 2005. What prompted the move to Asia? "The Olympics", grins Paul, "before then we'd fly the team in from Europe for each event, but after we executed an event at the Olympics, we just knew it was the right time, clients were asking for us, and there was just so much that China had to offer"
The group, led by CEO Rob de Vries has long been the events partner of Volkswagen, who were automotive sponsors of the 2008 Olympics. For DVP, the opportunity to work with the car brand in Beijing was "the cherry on the cake" of the partnership. Their sponsors' pavilion was equipped with a 70m long video wall, featuring eight movable LED screens. Aerial artists suspended in front of the wall jumped, somersaulted and pirouetted in time to the video content, creating the impression of an enormous, sports-inspired touch screen. In total, preparation for the showcase took a whole 18 months, and the results speak for themselves. "The cool thing about the Olympics is that it's so global – the money spent on events like that can really get the world's top people in their field there. The artists came from around the world – France, Germany, America, Australia, everywhere – we could really go worldwide and that was a lot of fun. We even had an aerobic gymnastics world champion as one of our aerial artists!"
Paul already has eyes on next year's London games, and the company are keen to do more large-scale, public events – particularly following their involvement in Shanghai's recent Expo. DVP was responsible for venue management of both the Netherlands Pavilion (aka Happy Street) and the Rotterdam Water City Pavilion. "Once the pavilion's open, then it's like running like a company with a big team and a lot of visitors", describes Paul. And the events? "We organized a family day for TNT with 5000 people. At that time the Expo was very restrictive – getting in helium for example to blow up branded balloons was a struggle – how do you get a highly dangerous gas into the city's most restricted zone? We managed, of course, and it was a great event"
Both their Olympics and Expo escapades sound far removed from DVP's mainstay: automotive. Elaine has recently returned from the Guangzhou auto show, where her team's efforts at the Volkswagen booth drew admiration from the visiting crowds, and hopefully even a sale or two.
"It was quite magical – like a fairy princess flying over the show…" She is describing just one example of DVP using whatever creative means available to them to make their clients' brands stand out – and in the case of VW in Guangzhou, this meant dancers encased in fantastical, bulbous dresses swaying precariously on 3.5m high, 5cm wide poles. The performers can bend the poles to such an extent that they can interact with the audience below – cue high fives, hat-stealing and lots of spellbound visitors. "Everyone was amazed – it got some great media attention too", adds a beaming Elaine.
Incredibly, the China team comprises just ten, with Creative Director Remi Oerlemans dividing his time between Europe and China, and a reliable network of freelancers at their disposal. Running with such a small team, according to Paul, affords them a closer relationship with their clients. Buoyed by recent successes, DVP has grand plans for the future: "We're focusing on expanding – the goal for 2011 is to open two more segments, fashion and luxury brands, as well as more video production".
Paul Grootings, Managing Director (l) and Remi Oerlemans, Creative Director (r)
Are the events, though, in danger of becoming gimmicky? Do they have enough real substance to effectively promote a product? Paul is in no doubt: "Event marketing is live communication – people are seeing this more and more, you can convey exactly what you want in a highly creative way, and actually shape the perceptions of the audience. You simply can't do that with print or online – plus, this is far more cost-effective".
And with that, Elaine and Paul head back to their respective drawing boards, no doubt to plot DVP's next extravaganza. Clearly driven by a pursuit of perfection and genuine creativity, the pair shares a real passion for what they do. "Working with so many great artists from all over the world is exciting; we're constantly meeting people who are the best in their field", enthuses Paul. "Being able to invite so many talented people to collaborate with us – and of course vice versa – is simply a fantastic perk of the job!"
For further information about DVP China Eventmarketing, see their website here
