Business Media China AG (WKN 525040) has, for its outstanding advertising concept for „Mengniu-Milk“ on five ceilings of the Beijing Central Railway Station entrance hall, received the coveted American First Place Mobius Award (Gold Award) for the best outdoor advertising and the „uniqueness of the use of medium“.
Stuttgart/California, January 31st, 2008 – The „Mengniu“ ceiling project was presented to the public in October 2007 and was celebrated as the start of the Olympic Promotion Year. The ornate ceilings with motifs from all five continents are part of a highly regarded marketing campaign by the leading Chinese dairy food producer.
The innovative project has personally been presented to the Chairman of the Mobius Awards, Lee Gluckman, by BMC Advertising in Beijing. He was impressed by the creation of the ceilings with their high artistic aspiration, the intelligent integration of the Olympic ideal for Mengniu as a non-sponsor and competitor to the Olympic sponsor Yili, as well as the perfect technical implementation of a 2D creation from a concave 3D surface. He was also won over by the integration of the diverse interests and the incorporated „Chinese Approach“: the increase in value of the station environment, the integration of Railway Authorities, „Beauty for the Passengers“ as well as the massive presence of the customer Mengniu without intrusive advertising or even a disruptive effect.
In addition to the First Place Award, Business Media China AG was nominated as one of the three finalists of the Best Show Awards in the outdoor category and was awarded a Certificate. Other campaigns recognized were from DDB, JWT, Young & Rubicam, Grey, Arnold, Ogilvy & Mather, McCann Erickson, Saatchi & Saatchi, and Dentsu as well as other reputable agencies worldwide.
The Mobius Advertising Awards have been presented annually since 1971. They are among the most prestigious prizes in the media world. Rüdiger Wulf, General Manager at BMC Advertising, received the coveted trophy on January 26th, 2008. Receiving it in Los Angeles he said: „We are proud that our Chinese Railway Station projects are now also receiving international attention – furthermore, we look forward to the additional presence of our customer Mengniu in the media world.“
