In 2021, Ogilvy Shanghai introduced the Care Codes initiative, aimed at helping the elderly connect with the digital world. Building on this success, the agency once again partnered … read morewith the Shanghai Municipal Government, launching a new campaign to further modernize eldercare by leveraging creativity and digital technology. “Morning Shanghai” encourages the elderly to socially connect, opening new opportunities for them to diversify their social lifestyle. In the campaign film, by featuring the elders entering the night club in the morning for their daytime activities, it drives attention from the young generation who realize they can celebrate the city beats together with the city’s elders. The “Morning Shanghai” campaign includes a WeChat mini-program designed specifically for individuals aged 60 and above, facilitating venue booking, whilst also offering a range of F&B discounts, movie tickets, and cultural classes dedicated to seniors.
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