Our first task was to bring the format into China.We worked with stakeholders to adapt the format to the cultural and legislative needs of the Chinese market, and persuaded regulators to allowing voting and primetime broadcast by incorporating CGT into the Shanghai Expo.This allowed us to deliver on our second challenge: unprecedented brand integration from recruitment to finale, and make P&G the heart of the show.We ran 500 recruitment events in-store to drive registration and sales.Contestants could sign up via P&G websites.P&G celebrity endorsers were used as contestant mentors.P&G products were featured in rehearsal films.Rejected contestants got a second chance in a P&G spin-off competition – winners were fast-tracked to the CGT semi-final; a global innovation for the format. Auditions were held in malls, college campuses and local communities.The message was extended via partnerships with top portals, social media and video sites.

We put the biggest advertiser at the heart of the biggest TV show ever sold in the biggest market and reached new heights for brand integration for the format.CGT was China’s No.1 show in 2010 with 145 million viewers – officially the biggest TV programme EVER!

The TV show spawned China’s biggest conversation: 1.7m BBS posts and 800,000 blog conversationsPR created US$15m of free coverage.National, awareness of all three brands grew dramatically, and that of H&S increased by 80%, with sales up 38%.

China’s Got Talent returns summer 2011 together again with P&G.