Peppa Pig is a British Canadian cartoon aim at preschooler that has become viral in China. It first hits the air in 2015 on Chinese TV. This is also the period where a “gangster” like sub-culture amongst china youth was raising. Teenager and young adults born after 1995 were looking at a way to distinguish themselves from previous generation which happened to be at the same time Peppa cuteness was becoming popular.
At that time young Chinese did not have the means to get fancy clothes, tattoo or accessories. Surfing on the trend, they started to use Peppa the pig to mock themselves. Peppa was representing the opposite of their “gangster” sub-culture and from what started as a joke turn into a rebellion icon. From mug, to t-shirt, watch and tattoo, Peppa can be found absolutely everywhere.
This fame with young adult has not always serves Peppa since it has been blocked by Chinese sensors from time to time for spreading bad ideas to the youth sparkling amusement or outrage among the netizen.
So Peppa the pig has become part of the Chinese society from little kids to the millennial and parents. In 2019, years of the pig, Peppa will have its own movie to celebrate the new years.
It is the first only Chinese Peppa pig movie and has been made especially for the Chinese new year. The movie trailer was launch a few days ago and has immediately gone viral on Chinese social media.
Let’s take a look at it and try to understand why this trailer is making the buzz.
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“What is Peppa”, short movie trailer
The trailer is not exactly a trailer but a little movie in itself with its own story: What is Peppa?
The movie starts in a remote village with an old man giving a phone call to his son. He wants to know what can he offers to his grandson. Because the signal is not good the phone call is interrupted and the last word he hears is Peppa.
The old man does not know what Peppa is and starts an investigation. He looks into dictionary, ask in the village and ends up to talk with a woman that used to be a nanny and happen to know who Peppa is.
She tries her best to explain what Peppa and how she looks like. Following this conversation, our grandpa goes into crafting mode to create his grandson a unique gift.
Next scene, grandpa is giving his son a phone call, the signal is still pretty terrible and you can see a heartbroken grandpa hearing that his family won’t spend the new year with him. Followed by a car stopping behind him.
His son gets out of the car and explained his father he wants him to spend new years at his home.
Next scene, family gathering with a focus on grandpa and grandson. Time for grandpa to offers his gift to his grandson followed by everyone enjoys the Peppa movie at the movie theater.
The short movie finished by a comic scene where one of the villagers from the beginning got a smartphone for new years and call our grandpa to tell him he finally knows what Peppa is.
What is Peppa? Why is it a buzz?
First of all this little movie is really touching, it talks about the importance of family and resonate into Chinese audience ears.
Secondly, it discusses a topic lots of Chinese family can relate too: with most of the job being in big city the rural exodus is a huge phenomenon in China. This has led to many family being split up with active members moving to the city leaving old and young behind.
Chinese government has been working hard on reducing the gap between city wealth and poverty in rural zone, it is not a taboo topic. If this interest you, we suggest watching the movie “Not One Less” that is tackling the same topic.
If you look at this movie trailer in a deeper way, you will notice that it is not only about family being split up but how old persons are left alone in remote area without access to modern commodities and culture. This is perfectly illustrated in this short movie: Peppa is huge in China, yet these villagers have never heard about it. There is a real clash between Chinese ultra developed mega city and the life of a farmer in Hubei province for instance.
This movie is really touching because it is talking about a reality that touches most of the population. The actors in this movie are not actual actors but real farmers from the village where it was films which make the message even stronger. There is almost no staging just the crude reality which in this case ends on a beautiful note.
Peppa pig Movie trailer a perfect campaign?
This movie trailer is an example of perfectly ran marketing campaign. It talks to its audience, integrate the product into Chinese society directly, perfectly fits the event that it is made for (Chinese new year) and it emotionally engages the viewers. Peppa pig is introduced as a movie for the family, a movie that gather peoples rather than split them.
The opposite of this campaign would be the Burberry Wechat new year campaign that show almost emotionless faces on an urban sad background. Netizen thought about this campaign that it looked like a funeral and that the kids around the grandma in the center were trying their best to be grandma favorite to get her wealth once she’ll be gone. This was a miss and the brand later modified its campaigns, but we let you judge by yourself.
This 6 minutes movie has managed to capture many aspects of the Chinese society and translated it into an emotionally powerful little story where many can relate to. The Peppa movie has not even been released yet netizen in whole country are talking about it, promising a strong success for the cartoon. The Burberry campaign is a good example of the importance of understanding local culture and community management in China is. Right after the internet backlash, the brand immediately improved its campaigns showing netizen that they do listen and care. Netizen in China are powerful, do not underestimate their weight.
GMA is a marketing agency that is always on top of the last trends in China. We develop customized marketing strategy for our customers, do not hesitate to contact us to get a quote.