Technology is cold. Big data is dull. Without a higher purpose, computing is uninteresting. To help AliCloud, Alibaba Group’s cloud computing arm, stand out from the crowd, J. Walter Thompson created a campaign that drew a powerful link between the sea of computing that increasingly surrounds us and its higher purpose: to improve people’s lives.
With the tagline ‘For values beyond computing’, the print and television campaign is now running on CCTV and at key airports across China. The TVC sweeps through history to show how mathematical calculations have always worked to improve our lives – from building majestic Mayan temples in ancient times to planning space shuttle launches to running planes and trains everywhere – all to ensure millions of human interactions each day go smoothly.
The print ads show the ways cloud computing – the practice of using a shared network of remote servers to store, manage and process data – can improve lives. Cloud computing can run the ticketing systems that bring millions home for family reunion each lunar new year. It runs the complicated financial systems that equalises opportunity for everyone. And it runs DNA sequencing technology to unlock the mysteries of life.
J. Walter Thompson, which won the print and TV business of AliCloud in a competitive pitch in August, is also agency of record for a sister company, Alipay, which handles online payments.
“It is our great pleasure and honor to work with AliCloud for their long term brand building. J. Walter Thompson is leveraging on our 150 years branding experience to help AliCloud create an irreplaceable brand value that is deeply rooted in the hearts of Chinese consumers,” said George Shi, General Manager, J. Walter Thompson Shanghai.