Vivid City Aims To Help Brands Break Into China
Vivid City, a new Digital Out-of-Home media specialist launched today. It’s a media specialist that aims to helps brands break into the China market with, a “disruptive model that offers a direct route to booking high traffic hero LED mega-screens at iconic locations across the country”.
The Vivid City team operates out of London and Shanghai and is on a mission to unify the complex fragmented Chinese market and aims to connect brands with millions of Chinese consumers.
We are told that for clients it’s a winning trifecta, direct access, unique sites and best in class pricing, in one of the world’s fastest growing global markets. White Magnolia Plaza screen is a great example of one of the many screens in Vivid City’s portfolio. Located in central Shanghai on the Huangpu River the screen extends to over 23,000 square metres.
Three years ago, Vivid City founder Alistair Ballantyne tried to book a DOOH campaign in China for one of his European clients. It was then he saw an opportunity.
He told us “The number of companies involved in the media buying process resulted in high prices and long delays. This made me think that there is a clear opportunity to streamline the process. The mass fragmentation of media owners in China has given Vivid City the freedom to independently handpick the largest screens with the highest footfall and sociodemographic. Vivid City has packaged China’s preeminent mega screens to create a scalable business that provides our clients with a faster, more affordable way to reach China’s city-dwelling consumers.”
Chinese native, Zoe Huang, Vivid City’s Director of Business Development said that the company’s holistic approach to China’s DOOH market gives their clients a ‘clear advantage’, she told us “Overwhelming is the word that best describes the feeling many brands outside of China have towards marketing and advertising there. We understand why: in China, the process of planning and buying DOOH media is particularly complex. That’s why we believe it’s important that brands have a better route to the Chinese market. With our expertise, we can help clients and agencies maximise their impact in China and ensure their creative is within Chinese law and in step with current Chinese cultural trends.”
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