BLUEFOCUS International

A Brief Introduction

May 22nd, 2018 BlueFocus International is a wholly-owned subsidiary of BlueFocus Group that leads international strategy, M&A and cross-border initiatives for the group and manages an international portfolio of award-winning digital , PR, and agencies.

7 300+ 10+ 1500+ Agencies Global Clients Countries and Regions Overseas Employees

- 1 - Our Strategic Positioning

Vision

Becoming a data technology company dedicated to enhancing our clients’ enterprise capabilities through intelligent management and operation in the era of big data and social networks. Strategic Goals Enhance risk Provide one-stop Enrich capitalization management level intelligent solution for possibilities through efficient asset clients globally management Business Focus

Cross-border business M&A Portfolio Management

Strengths

China-based wisdom Nimble & Business Entrepreneurship with global impact Acumen

- 2 - Our Five Strategic Pillars

1 2 3 4 5 Talent Centric Focus on Use Data to “Change the Execute Campus Act like a Growth Strategy Attracting great Game” and our Value Locations in Each ‘PropelCo’ not a Entrepreneurs Proposition to clients Major City ‘HoldCo’

• Think like a best in class • M&A focused on successful and • Invest in a centralized • Foster employee • Shared Services Model employer i.e. not ambitious Entrepreneurs who division/company to give us engagement, integration than ‘Serves’ the WPP want to grow analytics & proprietary data of creativity & technology, Agencies/Businesses • Focus On Millennials • Priorities: US Creative Agency(s) • Launch a Performance growth through • Allow Entrepreneurs to who are our future with strong Marketing Agency in U.S. and synergy/cross-selling and Focus on Growth vs. employees, clients & Digital/Mobile/Data/Social; US Canada better support from MSC Administration customers Data/Performance • Focus on a MaaS Model • Key priorities: NYC, LAX, • Minimize cost to • Measure Employee Company/Agency; US Media (Marketing as a Service) SFO businesses through back Engagement and make Agency(s) with focus on 360 combining creativity and office economies of scale it part of our KPI’s Digital/Mobile/Programmatic; know-how of our agencies with Specialty Agencies: Healthcare, performance know-how of the Technology/NewCo’s, data company eCommerce • Foster & fund new ideas, start- ups & innovation through Labs & Investment Fund

- 3 - Our Global Network: HQ and Major Overseas Assets

- 4 - Our Global Network: Worldwide Offices

North America Europe Asia Pacific

U.S. Canada Europe China Asia Pacific

• San Francisco • Vancouver • London • Beijing • Singapore • Mountain View • Toronto • Berlin • Shanghai • Sydney • Los Angeles • Montreal • Munich • Hong Kong • Irvine • Quebec • Paris New York • Halifax • Milan • Winnipeg

- 5 - Our Overseas Subsidiaries

Cossette is a leading Citizen is a leading public Vision 7 Media is Canada’s The Camps Collective is a marketing communications relations company with an largest independent media digital-based agency that agency in Canada, international presence and planning and buying focuses on advertising, providing fully integrated multiple global group, operating primarily , internet advertising services. partnerships. under the Cossette Media communications and social and Jungle Media . media.

Office: Canada Office: US, Canada, UK, Office: Canada Office: Canada Major Clients: Singapore Major Clients: Major Clients: Major Clients:

- 6 - Our Overseas Subsidiaries

fuseproject is a top integrated We Are Social is a leading social Metta is the largest independent design and branding firm based in marketing agency based in UK, advertising firm in HK, engaging in the U.S that offers businesses and driving social conversations strategy, creative and media startups with business, brand, supported by high-quality creative. services. strategy, and product development and digital marketing services.

Office: U.S, Switzerland, China Office: China, Singapore, U.S., Office: Hongkong Major Clients: Australia, UK, France, Italy, Germany Major Clients: Major Clients:

- 7 - Major Clients across Multiple Industries

Tech Food & Beverage Consumer

Travel Automotive Finance

Government Internet Health

- 8 - Major Clients across Multiple Industries

- 9 - Some of Our Honors & Awards

- 10 - Our Business

01 Owned Media TV/Video, Digital & Mobile Internet

02 Paid Media Programmatic, Content & Mobile

03 Earned Media PR, Content, Social and Reputation

04 Shared Media and Influencer

05 Data Consumer Analytics & performance marketing ?

- 11 - Our Business

01 Owned Media TV/Video, Digital & Mobile Internet

02 Paid Media Programmatic, Content & Mobile INTELLIGENT MARKETING 03 Earned Media PR, Content, Social and Reputation

04 Shared Media Social Media and Influencer

05 Data Consumer Analytics & performance marketing ?

Technology + Creativity

- 12 - 360-Degree Capability Spectrum

Strategy E-Commerce Brand Insight CRM

Business-Intelligence Based

Events End-to-End Integrated Marketing Big Idea Client Data

PR Digital

AD Social SEO/SEM Mobile - 13 - Client-centric Service Model for Cross-border Business

The Dual Role of BFI China team

Client Interface Service Hub Benefit & empower client Mobilize & integrate BFI with strong CGG knowledge global resources

BFI China team Client

A 24-Hour Global Local Insights Operating System & Execution Timely respond to clients and maximize operational Ensure effective delivery of efficiency. brand message & project A China-Run A Diversified execution in the target market. Global Network Team of Experts Better understand and In each key region, we have interpret Chinese both Mandarin and English companies’ needs. speaking experts to enhance communication efficiency. - 14 - Mobilized Global Resources: Strong

Transcend traditional statements around value, and prove quality and innovation start in China.

- 15 - Mobilized Global Resources: Extensive KOL & Celebrity Collaboration

Celebrities Key Opinion Leaders (KOLs)

Our connections help you Flourish in new audience segments move beyond and through legitimate, authentic associations create meaningful with leading brand ambassadors. collaborations.

Leonardo DiCaprio Kobe Bryant Alexa Chung

Hollywood star NBA player Model, fashion icon

Ellen DeGeneres Matthew McConaughey Lady Gaga Rory Cellan-Jones Kelly Rowland

US comedian, TV host Movie star Pop star, fashion icon BBC journalist for BBC News Musician & TV personality - 16 - Mobilized Global Resources: Influential Foreign Trade Show Experience

Reach your target customers in the 国际消费类电子产品展览会 全球移动大会 柏林消费电子展 international signature events and expand the brand’s influence in the industry. 朗迪全球P2P峰会 摩纳哥体育版权峰会 北美电池行业展会

底特律 · 北美车展 洛杉矶车展 全球旅游博主大会

- 17 - Mobilized Global Resources: World’s Renowned Landmarks Cooperation

Align with unique icons to create the most impactful experiential London Eye, London events. Arc de Triomphe, Paris

Grand Central Terminal, New York Big Ben, London

Statue of Liberty National La Tour Eiffel, Paris Corcovado, Rio de Janeiro Sydney Opera House, Sydney Monument, New York

- 18 - Case 1: Hitting a Milestone of Strategic Foreign Media Relation

Since 2015 Q4, with the opportunity of Sports industrial show – Sportel, BFI started the cooperation with Sports. By engaging with foreign trade and , Tencent Sports gradually built up its B2B image of “Best partner for global sports IP in China”. Since 2016, BFI has become the hub of Tencent Sports’ foreign media relation, strategically plan and manage holistic media relation in multiple markets. BFI leverage different offices to serve for Tencent’s global industry campaigns, and leverage domestic resources to realize a home and abroad synergetic communication.

Stage 1: Project by project Stage 2: Long-term Annual Cooperation

Who What How

2015 Q4, Monaco & France 2016 Q1, Singapore 2016 Q2, Worldwide

- 19 - Case 2: Integrate VP and Driveless Technology to Create Social Hot Topic

Challenge During Beijing Auto Show 2016 , Changan Auto was struggling to find the way to create topicality on – considering the absence of new product and the auto show’s low global influence. As a background, Chinese auto brands all have limitations on R&D resource, Changan’s driverless technology has strong advantages but with relative low awareness.

Soulution We Are Social, a BFI company, creates creative video content “Driving Changan’s driverless vehicle from Chongqing to Beijing to join the Beijing Auto Show”. Combining Changan’s driveless technology with 360°VR video, the facebook post greatly enhanced Changan’s on social media.

Result 2,000,000 Impressions 630,000 Video views 240,000 Engagements 12.5% Engagement rate 30,000 New followers during campaign

- 20 - Case 3: Happy CNY - New Year Eve Dinner in Silicon Valley

2016 Chinese New Year, BFI collaborated with Chinese Ministry of Culture to hold an O2O activity “Happy Chinese New Year” in silicon valley. The 3-day offline campaign brought Chinese traditional food to HQ of Facebook, meanwhile, online communication opened a more vivid window for the whole world to better understand Chinese culture.

15,000 person-time Facebook staff and guests joined offline activity 100,000,000+ Video views– Mark Zuckerberg’s Happy CNY and Thank You video on Facebook 3000+ new followers on official Facebook account C- Live during campaign High level VIP guests: Chinese SF Consulate Consul General Mr. Luo Linquan; Vice Consul General Mr. Zha Liyou; Facebook Founder and CEO Mark Zuckerberg; Facebook International PR VP, etc. joined the activity.

- 21 - Case 4: Lufax’s Debut in the US Industry Conference

On April 2015, China’s largest Internet finance platform Lufax joined the global Internet finance conference LendIt 2015 in New York.

Taking this debut opportunity, BFI helped Lufax to meet potential investors and stakeholders, meanwhile deeply engaged with US top financial media. Lufax successfully begins the journey in the US market with this campaign.

1 Media Relation Engage with top US media like CNBC and Bloomberg in both east and west coast of U.S. Omni-channel owned media platform 2 Industry Peers Holistically sponsor global industry conference LendIt 2015 as golden sponsorship.

3 Potential Investors Hold a high-end reception dinner “Lufax Night” in New York.

- 22 - Case 5: Dance Your Place Clean

The annual Spring Clean can feel like a mammoth task – a top-to-bottom, grease and grime cleaning frenzy. It’s great when it’s done, but cleaning is a chore and people take every shortcut they can to make it a bit more bearable. P&G set out to show that with the right cleaning products, and some great dance moves, you can have fun Spring Clean fun and literally, dance your place clean.

Teaming up with former Pussycat Doll Kimberly Wyatt we choreographed moves inspired by P&G products: Flash, Fairy, Viakal and Febreze. Four short films demonstrated just how you can dance your way through dust dirt during this year’s Spring Clean. Result

Our multi-faceted campaign The campaign achieved 40 achieved national media media hits with a reach of 376 coverage in top tier titles including million, as well as more than the Mail Online alongside an influencer programme and a 11,000 competition entries from partnership with Magic FM radio. Magic FM listeners.

Kimberley Wyatt launched the On social media the films gained films through her social media 186,144 video views, as well channels and Dance Your Place as more than 101,000 Clean went through-the-line with Facebook interactions resulting her featuring on In-store displays. in an uplift in sales with key retailers during the campaign.

- 23 - Case 6: Science of Color

In an industry that constantly claims revolution, how do you make a screen innovation stand out and access a lifestyle audience?

To hero the Tablet Z’ s visual clarity we created the UK’ s first fully digital gallery. Result

Working with renowned LA-based artist Over 200 media, bloggers and VIPs Tyler Shields, 70 tablets became “digital attended the private view, and over canvasses”, displaying a specially 1000 visited the gallery during the commissioned series of artworks three days it was open to the public. featuring models and brightly-coloured paint-powders in a purpose-built Sony The success of the campaign led to pop-up gallery in Shoreditch. a GOLD SABRE Award in 2014.

News of the first “tablet gallery” received Generated sales leads resulting in widespread media coverage including sales of more than 3000 units. stand-out reviews for both the work, and the tablet, in national press. Overall the project secured 73 pieces of coverage across national, lifestyle, cultural, art and hype and trend media.

“THE SCIENCE OF COLOUR IS SET TO CHANGE THE WAY IN WHICH ART IS EXHIBITED AND VIEWED THE DAILY TELEGRAPH.

- 24 - Case 7: Hello Play! Helping the Future of Music

Objective This campaign won 2 bronze lions in Engagement Platform and Financial Services at Cannes Lions 2015. Raise awareness of BNP’s Hello Bank, a mobile banking product. Solutions & Concept Idea

We found that beyond Facebook, Twitter, Youtube, and Instagram, millennials were heavy users of streaming music apps such as Spotify. This insight was the genesis of Hello Play - a platform on which users earn virtual coins for free by simply listening to music on streaming music apps.

The coins they earn can be converted to real currency and donated to aspiring musicians for making records. Donations are made by Hello Bank. Results

Within 4 months, 35 musical projects have been fully funded with more than 700,000 Hello Coins, all distributed by the users of the platform. - 25 - BlueFocus International Celebrating 2018 Spring Festival

- 26 - THANK YOU