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Baidu debuts corporate image ad
by Jane Leung
3-Nov-09, 10:47
BEIJING - Baidu has debuted its first corporate-branding campaign since 2005, using both TV and online to mark its presence.
The commercial, which was exclusively announced through Sina.com, is based on the premise of a dream, as Baidu looks to show audiences that every dream can be followed through its search engine.
Focusing on audiences young and old, the 48-second film depicts Baidu assisting its users by facilitating an easier and faster mode of reaching their goals.
Baidu, the leading search engine in China, also looks to show how search is becoming integrated in people's daily lives, with its ad illustrating how it changes human behaviour.
The campaign follows the launch of Baidu's Kuangjisuan (box computing) search platform. This new function, first announced in August, is an internal analytical service that filters search according to the needs of the searcher.
The agency behind the campaign video has not been revealed, though local reports note the spot was directed by a Taiwanese director.
The commercial debuted as Baidu looks to bolster its reach. Last month, Baidu signed a deal with China Unicom to provide wireless search to Unicom subscibers - part of its bid to ramp up its mobile capabilities across China - and additionally inked deals with companies including the Discovery Network and M2B World Asia-Pacific to broaden its scope in both the mainland and across the region.
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