May 7th, Bank of China and Mengniu Group jointly launched the "BOC-Mengniu Love credit card" in Beijing. It is understood that consumers can use this card and connect to the "Drink milk every day , strengthen Chinese people – China milk love action", which was developed by Mengniu.

The BOC-Mengniu love credit card not only has all the functions of an ordinary credit card, but also has special value of charity: with each consumer application for the  credit card, Bank of China will donate one yuan.  Thereafter Cardholders use the card for consumption every time, Bank of China will also donate 0.01 yuan, All of the donation will contribute to buying milk in the name of the cardholders and donate to the primary schools which benefit from the "China milk love action" .

Through issue this "milk love credit card", cardholders will positively participate and be a member of "Love Alliance".

Know more here:http://www.bj.xinhuanet.com/bjpd-wq/2008-05/07/content_13191750.htm

Nippon Paint, the leading paint giant in mainland China, has launched a new Olympics-oriented campaign with tagline "Show the color of China to the world" from this May. The company also formed an online campaign called "Icolor" and asked the netizens to name the various color by Chinese style.

Saatchi & Saatchi and Media agency MindShare implemented the entire campaign. To date, there are diversified marketing campaigns to cheer for China or using subtle 2008 messages , no matter whether or not the advertisers are really involved in the compelling games.

In terms of the creativity, the Nippon Paint Icolor campaign is a perfect extension of the impressive "My Inspiration，My Libang" campaign.

See latest Nippon Paint TVC here:http://www.youtube.com/watch?v=9AeKJert1vo

To keep China’s marketers, their agencies and the media more up to date, R3 and CSM will be producing six monthly Insight Reports leading up to the Olympics. 

The Reports will include toplines from our research study, along with insight and analysis of competitive campaigns, creative work, TV sponsorship trends and media spending. 

Whether you are a sponsor or not, this will become one of the most useful tools for you as you plan your strategies leading up to Beijing
     - Make more informed decisions – based on the complete facts
     - Be more up to date – with a new report every month
     - Look smarter with clients and customers – sharing relevant details
     - Help predict and measure ROI – by linking research, creative and media
The next six months will be the most competitive and challenging marketing period in China’s history.  Can you afford not to have all the facts?

For more information , please write to emma@rthree.com or visit www.rthree.com/olympicinsights.htm

This report is part of the R3 - CSM Olympic Benchmarking Research - tracking 1,500 views about the games, the stars, the sports, the sponsors and the touchpoints every three months. As of today, Wave Eight fieldwork is in progress with results for subscribers coming early July.  For more information, please write to  emma@rthree.com.