Agency: Truly, London
The world’s largest B2B e-commerce company, Alibaba.com, has launched a £2m brand awareness campaign targeting UK entrepreneurs and SMEs, created by coalition agency truly London.
The integrated campaign will focus on driving awareness and understanding of Alibaba.com as the leading place where buyers and sellers can source and promote their products and services.
The campaign is part of a $30m year-long global marketing campaign that includes TV advertising on terrestrial and multi-channel stations, national and business press partnerships, large format out of home media as well as taxi media and digital brand and acquisition channels.
“There is no better time for SMEs to start trading internationally. The economic climate has created a catalyst for change, and now is the perfect time to invest,” said Director of Alibaba.com EMEA region, Maggie Choo.
“With an estimated 23 million SMEs in Europe alone, we see an amazing opportunity to help SMEs and budding entrepreneurs across the region with cross-border trade.”
She added. “To further encourage usage and trial of the site, the campaign will be supported by the ‘Global Start Up Challenge’. Alibaba.com will allocate £1,000 to eight chosen budding entrepreneurs from across the UK to spend on trading through the website.
“The challenge is designed to demonstrate the site’s ability to put businesses in touch with the world’s largest community of partners, buyers and suppliers. The winner, voted for by the public, will be awarded £10,000 to spend trading on Alibaba.com.”
The campaign will roll out through September and October, 2009.